Agency: Red Bee Media
Client: UKTV - Watch TV
UKTV has commissioned a multi-layered marketing campaign to promote ‘Tarrant Lets The Kids Loose’, a brand new hidden camera show starring Chris Tarrant which premieres from October 4, 2009 on Watch.
Produced by North One Television for exclusively for Watch, ‘Tarrant Lets the Kids Loose’ invites kids to join the adult world – whether it’s running a café, a radio station or a hairdressers, they’re the ones in control.
It’s only when the children sit in the live studio audience with their families that they realise that their surreal, fantastical day was actually part of the show – and their reactions are priceless.
With a campaign proposition of “Who’s in charge here?” and creative developed by Red Bee Media, Watch’s multi-layered campaign aims to target mainstream couples aged 20-45 and their families.
Featuring host Chris Tarrant, each execution is playful and humorous to reflect the tone of this entertaining and innovative hidden camera show.
Commissioned by Watch’s channel head, Paul Moreton, and Marketing Manager, Rachael Fielding, the 11 week campaign runs across TV, radio, outdoor and online and was planned by Rocket, who also developed a unique content partnership with fellow PHD agency Drum and the Heart Network to find new DJ talent who are all under 12 years old.
In addition, Headstream PR will be delivering a comprehensive digital seeding campaign to engage parents, children and grandparents alike.
“We’ve had a lot of fun developing this campaign, which really reflects the Tarrant Lets the Kids Loose ethos of allowing little people to take on big jobs. I’m also particularly proud of our Heart Network promotion as I think its going to really capture the imagination of our target audience,” said Fielding
UKTV’s Director of Marketing and Communications, Tom Lucas, added that this is Watch’s first major marketing campaign since launch.
The radio promotion element of Watch’s ‘Tarrant Lets The Kids Loose’ campaign launches with a two week recruitment drive inviting budding superstars to record their own radio show in the Heart Studios in London.
Heart’s judging panel will then select four lucky winners from all the phone message auditions to record vodcasts which will be made available at heart.co.uk, with excerpts playing out nationwide across the Heart Network network from October 21 as a series of advertorials to promote Watch’s new show, the vodcasts online and a competition to win a home entertainment system.
Headstream PR’s digital seeding campaign will utilise fun and exclusive online assets to engage parents, grandparents and children alike, such as quizzes to find out what your child will be when they grow up and clips of Chris Tarrant talking about the careers he aspired to as a child.
Key online websites to be targeted in a campaign which goes live this week includes parenting websites such as mumsnet.com and entertainment portals include AOL, Yahoo and Sky.com.
UKTV will also use its own network of ten entertainment, factual and lifestyle channels and Virgin’s portfolio to reach an estimate 27 million viewers with a comprehensive promotions campaign incorporating a 90” series sizzle reel for’ Tarrant Lets the Kids Loose’, which will be supplemented by weekly dedicated 30” and 10” promos for each of the eight episodes.
Online, these promos will appear on ITV.com as pre-roll advertising on relevant entertainment titles, including ‘The X Factor’ and ‘TV Burp’. In addition, the series will be promoted nationwide on 1,500 buses and a 6 sheet poster campaign on London Underground and major train terminals.
With the end line of “See it. Love it. Share it.”, Watch is the new entertainment channel from UKTV which showcases great family dramas such as ‘Dr Who’ and ‘Torchwood’, blockbuster movies and US shows including ‘Dancing with the Stars’ and ‘Total Wipeout USA’ alongside high-profile new commissions such as ‘Scream If You Know the Answer!’, an extreme game show played on roller coasters presented by Blue’s Duncan James, which premieres in early 2010.
Still less than a year old, Watch has grown from a standing start to become the 13th most watched channel in pay TV - beating BBC3, More4, ITV4, Virgin 1, FX and all the MTV channels combined – and continues to build its viewership, with a 14% growth in average daily viewers in 2009, compared to 2008.