| Title | DISCOVERY KIDS SCIENCE FESTIVAL |
| Brand | DISCOVERY NETWORKS ASIA-PACIFIC (SOUTH ASIA) |
| Product / Service | MEDIA |
| Category | A03. Ambient media: large scale |
| Entrant | DISCOVERY NETWORKS ASIA-PACIFIC Haryana, INDIA |
| Entrant Company | DISCOVERY NETWORKS ASIA-PACIFIC Haryana, INDIA |
| Advertising Agency | DISCOVERY NETWORKS ASIA-PACIFIC Haryana, INDIA |
| Name | Company | Position |
|---|---|---|
| Rajiv Bakshi | Discovery Networks Asia/Pacific South Asia) | Vice President President Marketing |
Discovery Kids was a new entrant in the highly cluttered kids’ genre in Indian television space. The marketing challenge was to create distinct brand positioning, engage with kids and demonstrate on-air promise. The aim was to achieve all this by gaining parents approval and above all getting kids interact with the channel. The target was to engage children and build affinity for the channel.
EXECUTION Discovery Kids brought the biggest science festival from Edinburgh to India, where it had an engaging mix of elements like science, sound, air, water, electricity. The festival also brought over 15 interactive workshops, live shows, exhibitions and experience zones for every age group in the fields of health, solar-power, astronomy and mathematics. The workshops were led by group of science experts from India and UK. ENCOMPASSING THE AUDIENCE Discovery Kids set up an exclusive pavilion for Bubble Magic that involved creating numerous interesting shapes out of bubbles ranging from the tiniest of them to unbelievably huge ones.
Going beyond the television screen, Discovery Kids planned to engage with kids and give them a learning-based entertainment experience. The strategy was to organise a marquee event demonstrating Discovery Kids’ on-air promise of ‘Smart Fun’. To deliver the brand promise, a first of its kind - a 10-day science festival was organised in the knowledge capital of India - Bengaluru. Exciting range of interactions based on science concepts were designed to communicate the brand promise of ‘Smart Fun’.
Over 10,000 children attended the eight-day festival. Discovery Kids’ World of Bubbles received immense applaud from children, parents and school teachers alike. The channel’s programme characters were imbibed at the event, thereby, building relationships with the audience. The star attraction of the event was the life size bubble magic. Besides viewership gains and brand familiarity, this marketing idea generated immense respect for Discovery Kids through media articles and word of mouth.