Catrina O'Brien LazyTown Entertainment - FRESH Nordic
Catrina O'Brien LazyTown Entertainment - FRESH Nordic
Catrina O'Brien LazyTown Entertainment - FRESH Nordic
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<strong>Catrina</strong> O’Brien<br />
<strong>LazyTown</strong> <strong>Entertainment</strong>
Fruit and Vegetable production
…strange<br />
More evidence of<br />
the benefits but<br />
declining sales
…what’s the<br />
Could the<br />
competition be a<br />
contributing factor?
Talking to the consumer on an<br />
intellectual level is not going to do<br />
the trick….<br />
We need to…….<br />
Talk to them on an emotional level…..<br />
Educate them but also inspire<br />
them….<br />
Talk to them as early as possible…
...where are we at?
...where are we at?
...where are we at?
...where are we at?
...where are we at?
...where are we at?<br />
?
On a mission to<br />
move the world!<br />
“<strong>LazyTown</strong> is on a mission to move the world<br />
to be a healthier place. When we get kids<br />
moving, we get their families moving. And<br />
when families move, we are one step closer<br />
to moving the world. Move the body, move<br />
the mind, every day.”
The only<br />
global entertainment brand<br />
dedicated to<br />
kids’ health
The heroes<br />
that motivate<br />
our kids
Fruit Trailer
The result…<br />
Kids all over the world are eating more fruit and vegetables.
And the world knows about it!
Who’s our target?<br />
The <strong>LazyTown</strong> sweet spot<br />
3-6 year olds<br />
Highest impact on long<br />
term healthy habits<br />
Source: New England Journal of Medicine, 2008
Parents get the brand and use<br />
it.<br />
Parents<br />
use <strong>LazyTown</strong> to<br />
raise healthy kids<br />
Boys<br />
50%<br />
Girls<br />
50%<br />
In the UK our sweet spot now is boys 2-4 and girls 3-5
<strong>LazyTown</strong>’s global TV presence<br />
500<br />
million homes<br />
170+<br />
countries<br />
79<br />
HD episodes
A proven ratings winner reaching an<br />
average of 7.4 million kids per month<br />
during launch*<br />
Territory Channels Avg. Monthly Reach (000’s) Dates<br />
UK Nick Jr., BBC1, BBC2 1,373 Oct - Dec '05<br />
Denmark TV2 135 Aug - Dec '06<br />
Hungary Disney Channel 290 Jan - Dec '09<br />
Poland Jetix 901 May - Dec '08<br />
Romania Disney Channel 941 May - Dec ‘08<br />
South Africa E-TV, Disney Jr. 2,035 Jun - Dec '11<br />
Spain Disney Jr. 61 Jun - Dec ‘05<br />
Spain FTA CLAN 1,658 Jun – Dec ‘09<br />
Sweden TV4 102 Apr - Dec '06<br />
Total: 7,435 Oct '05 - Dec ’11<br />
* In measurable territories<br />
“Kids audience” varies for each territory: UK 4-15, SP 4-12, DK 4-11, SE 3-11, PL 4-15, HU 4-14, RO 4-15, IT 4-14, SA4-14.<br />
Trends are based on Kids age 4-11, impacts (000 avg), launch to date. Gender profiling is measured for the audience the <strong>LazyTown</strong>, launch to date. All data is based on “All<br />
day” Dayparts.
What has changed<br />
since “Fresh”<br />
Conference 2011
<strong>LazyTown</strong> is now part<br />
of the Turner Family
53 x 24’ in HD<br />
plus <strong>LazyTown</strong> Action<br />
Time<br />
& <strong>LazyTown</strong> Extra
SportsCandy<br />
SportsCandy features more prominently in<br />
Series 3.<br />
The “cause and effect” comes over more clearly<br />
as Sportacus consumes SportsCandy and<br />
experiences an immediate energy boost.
This is just the beginning…
All our favourite characters are<br />
back!
Endorsing the<br />
consump5on of Fruits<br />
and Vegetables
Endorsing the<br />
consump5on of Fruits<br />
and Vegetables<br />
• Eat & drink healthy
Endorsing the<br />
consump5on of Fruits<br />
and Vegetables<br />
• Eat & drink healthy<br />
• Play sports, move<br />
and dance
Endorsing the<br />
consump5on of Fruits<br />
and Vegetables<br />
• Eat & drink healthy<br />
• Play sports, move<br />
and dance<br />
• But never men5on<br />
health
We lead by example<br />
• Sportacus eats<br />
SportsCandy<br />
to get his<br />
energy!
We lead by example<br />
• Sportacus eats<br />
SportsCandy<br />
to get his<br />
energy!
……being<br />
part of the<br />
Turner family<br />
means……
Broadcasting in over 136 Million homes across EMEA<br />
Base Brand Service Brand Days<br />
UK Cartoonito Channel Pay Cartoonito Mo-Su<br />
Spain Cartoonito<br />
Boing<br />
Channel<br />
Pre-school block<br />
Pay<br />
FTA<br />
Cartoonito<br />
Sat-Sun<br />
Italy Cartoonito** Channel FTA Cartoonito Mo-Su<br />
Boing** Block FTA Cartoonito Mo-Fr<br />
Sat-Sun<br />
France Boing Block Pay Cartoonito Mo-Tu-Th-<br />
Fr<br />
Germany Boomerang Block Pay Cartoonito Mo-Fr<br />
Kabel 1*** Block FTA Cartoonito Sa<br />
Sixx**** Block FTA Cartoonito Sa<br />
<strong>Nordic</strong> Boomerang Block Pay Cartoonito Mo-Su<br />
CEE Boomerang Block Pay Cartoonito Mo-Su<br />
Turkey CN Block FTA Cartoonito Mo-Fr<br />
Sa-Su<br />
M. East CN Block FTA Cartoonito Mo-Su<br />
PAN Boomerang Block PAY Cartoonito Mo-Fr<br />
Boing<br />
Mo-Su<br />
Mo-Fr<br />
We-WE<br />
Sat-Sun
Turner Media<br />
Innovations
The TV spot ran 4th September<br />
– 26th November 2011.<br />
kids could get three brand new<br />
alphabet magnets free in each<br />
pack of Innocent Smoothies for<br />
kids<br />
The campaign
Drive sales of the Innocent<br />
smoothie range<br />
Promotions and collectable<br />
Magnets<br />
Created a bespoke micro site<br />
Interactive site to encourage<br />
the kids to engaged with the<br />
different elements of Fruits<br />
and Vegetables and Fresh<br />
Smoothies.<br />
Competitions and Prizes to<br />
encourage the kids.<br />
Objective
Micro site landing page
Click on the blender<br />
Play Chef’s Blender Game<br />
Collect the magnet
Click on Bounce<br />
Play Bounce’s Fruit Bowling<br />
Collect the magnet
Back to School 2011 was our biggest and<br />
most successful innocent Kids campaign to<br />
date.<br />
We saw double digit growth post campaign,<br />
and all of our brand equity measures also<br />
shifted positively - with a fantastic response<br />
from consumers"
Turner drives more sales than terrestrial TV<br />
• Chart shows indexed efficiency for generic TV ads compared to Turner integrated TV on a<br />
GRP basis**<br />
Source: Data2Decisions
Turner campaigns have consistently<br />
demonstrated sales uplifts<br />
- Average uplift = 13% among modelled case studies<br />
Source: Data2Decisions
Some sample<br />
SportsCandy<br />
Initiatives for<br />
2011/2012
Moving in to 3 rd year<br />
of partnership due to<br />
great success
SportsCandy<br />
initiatives
SC GAME
29%<br />
Year over Year Exports of<br />
Apples to Mexico<br />
*Highest export to Mexico<br />
in 7 years
Now in Colombia!
USA Healthier School<br />
Public Campaigns
Let’s Move and USDA challenged<br />
<strong>LazyTown</strong> to make their school<br />
program more engaging…
So we took their existing materials…
And we transformed them!!!
Easy-to-use tools for<br />
teachers
Classroom Game<br />
Kids get rewarded<br />
for eating<br />
“SportsCandy” at<br />
lunch or during<br />
snack by putting<br />
stickers on the<br />
Apple Tree.
The goal for the class is to fill up the Apple Tree<br />
through making healthy choices. Teachers can give<br />
the class a prize or schools can stage competitions<br />
amongst other classrooms.
Activity Focus<br />
DVD with over 52<br />
SuperHero Moves for<br />
Teachers to use in a fun<br />
way to teach importance<br />
of movement.
The SuperHero Moves are a big hit with the<br />
kids and the teachers.
The kids completed the program and<br />
got a special prize – a visit from<br />
Sportacus to their school
Healthier Schools challenge
The Results<br />
Almost all of the respondents were aware of<br />
Change4Life and <strong>LazyTown</strong><br />
8 of 10 parents felt positive about Change4Life<br />
while the children strongly favoured <strong>LazyTown</strong><br />
73% of parents felt the “Wall Chart” prompted<br />
them to think more about healthy foods for their<br />
children and 38% have made a change to their diet<br />
as a result<br />
Over 66% already trusted <strong>LazyTown</strong> to help them<br />
raise healthier children<br />
Research was conducted by TNS/BRMB in Nov 2011 via phone interviews with Mums of preschoolers<br />
in the UK (approx sample size 200)
Keelings – Fresh Produce<br />
UK and Ireland<br />
Launching Q3/Q4 2012<br />
Branded <strong>LazyTown</strong><br />
Produce and unique<br />
displays in-store
Idea Fruits<br />
A number of Promotions<br />
rolling out commencing<br />
June 2012<br />
800+ Shoprite Stores<br />
endorsing the programme<br />
by November
Gerber Juice in the UK<br />
Launched April 2012<br />
New innovative range consisting<br />
of :<br />
Water<br />
Flavoured Water<br />
Dilutable Juice<br />
Yoghurt Breakfast drinks<br />
Fruit Juice
School Fruit Scheme<br />
<strong>LazyTown</strong> assets<br />
now available for<br />
the School Fruit<br />
Scheme Members<br />
Assets and campaigns<br />
to be delivered into<br />
schools across Europe.<br />
Talking to 2 – 6 year<br />
olds<br />
Adding Fun to Fruits<br />
and Vegetables
Michelle Obama<br />
Working with Michelle Obama on her<br />
Move Campaign<br />
25 City Tour with<br />
Mrs Obama’s<br />
Soccer Foundation<br />
Now shooting 3 x<br />
30 second PSAs to<br />
air both on PBS<br />
Sprout and NBC.
Where are we at ?<br />
The only Global kids entertainment<br />
RELEVANT with kids and parents<br />
ABILITY to make it fun for kids, easy for parents<br />
PROOF OF CONCEPT in multi-territory campaigns<br />
SUSTAINABLE<br />
building loyalty with kids and parents
Where do we go from here ?<br />
We want to work with partners that<br />
To increase the consumption of Fruits and Vegetables<br />
Make it fun for kids, easy for parents<br />
Kids chose the Apple over the Cookie because they<br />
want to<br />
Create Sustainable healthy lifestyle habits
Move the world Sizzle
azyTown is on a Mission to Move the Worl<br />
Come and Join us!
APPENDIX:
Northern Europe Overview<br />
• UK and Eire<br />
• Cartoonito (pay) launching Q2 2012<br />
• Cbeebies launched in March 2006<br />
• up to 20,6% share of 4-6 year old kids<br />
• co-produced <strong>LazyTown</strong> Extra in 2007<br />
• relicensed for another 5 years from 2010<br />
• Nick Jr. between 2005-2011<br />
• RTÉ Junior in Eire launched in 2006<br />
• 16% share of 4-14 year old kids<br />
• <strong>Nordic</strong>s & Baltics<br />
• Boomerang (pay) launching in Q1 2012<br />
• Disney Channel between 2007-2011<br />
• 4 Nelonen Perhe in Finland since 2006<br />
• TV2 in Norway since 2005<br />
• RÚV and Stöð 2 in Iceland since 2005<br />
• TV4 in Sweden between 2006-2010<br />
• TV2 in Denmark between 2006-2010<br />
• Viasat 3 in Latvia since 2009
Western Europe Overview<br />
• Germany, Austria & Swiss<br />
• SuperRTL launched in August 2005<br />
• up to 37% share of audience (3-9 year<br />
olds)<br />
• relicensed until end of 2013<br />
• Junior TV since 2005<br />
• RTSI in Switzerland since 2007<br />
• Benelux<br />
• Launched on Disney across Benelux in May<br />
2010<br />
• outperforming the preschool block by a<br />
factor of 2.3<br />
• Ketnet in launched Belgium in 2006; relicensed<br />
twice<br />
• France<br />
• Boing (pay) launching in Q1 2012<br />
• France 3 between 2005-2009<br />
• Disney Channel between 2006-2011
Southern Europe Overview<br />
• Portugal<br />
• RTP2 launched in 2008<br />
• Up to 64% share of audience (4-10 year olds)<br />
• Canal Panda launched in 2009<br />
• Representation by CPLG<br />
• Spain<br />
• Boing (FTA) & Cartoonito (pay)<br />
launched in Q1 2012<br />
• TVE Clan from 2006-2012<br />
• constantly beating time slot ratings<br />
• co-produced <strong>LazyTown</strong> Extra in 2010<br />
• commissioned Cooking Adventure in 2011<br />
• Playhouse Disney launched in 2005<br />
• two daily airings<br />
• IMAGENIO VOD launched in 2011<br />
• Representation by El Ocho
Southern Europe Overview<br />
• Italy<br />
• Boing (FTA) launch Q2 2012<br />
• Rai 3 launched a trial in February 2010<br />
• Up to 50,3% share of audience (4-14 year<br />
olds)<br />
• Launching on Rai YoYo in September 2011<br />
• Playhouse Disney launched in 2005<br />
• Greece<br />
• Star TV launched in September 2010<br />
• Up to 50,1% share of audience (4-14 year<br />
olds)<br />
• Disney Channel launched in May 2008<br />
• Representation by Partner Plus<br />
• Former Yugoslavia<br />
• Disney Channel launched in May 2008<br />
• Pop TV in Slovenia<br />
• Ultra Channel in Serbia
Eastern Europe Overview<br />
• Bulgaria<br />
• BNT (FTA) launched in 2011<br />
• TV7 between 2010-2011<br />
• Disney Channel launched in May 2008<br />
• Representation by Partner Plus<br />
• Czech Republic<br />
• Nova Cinema (FTA) in 2011<br />
• Disney Channel since May 2008<br />
• Other CEE Territories<br />
• Disney Channel (pay) launched in May<br />
2008<br />
• TET TV (FTA) in Ukraine since 2010<br />
• Kazakh TV (FTV) in Kazakhstan since 2009
ME & Africa Overview<br />
• S-Africa<br />
• e.tv launched in 2011<br />
• Disney Channel since 2006<br />
• Representation by CLM<br />
• Middle East<br />
• Cartoonito/CN Arabic (FTA) launched Q1<br />
2012<br />
• Disney Channel since 2006<br />
• Israel<br />
• Hop TV launched in 2007<br />
• constantly beating timeslot ratings
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