The Campaign

Discovery Kids was a new entrant in the Indian television market and wanted to gain popularity, engage with kids and establish its distinct brand positioning of entertainment embedded with learning. The channel was completing one year in India and took a celebratory route to engage with its audience – kids and their families. Discovery Kids rolled out a birthday contest inviting kids to get their birthday parties organised by the channel. Choosing PR route for its effectiveness to reach larger audience (even smaller towns), and across the country, the contest was announced on the channel and through PR, seeking participation from around the country. The core objective was to familiarize the channel’s on-air characters, which was achieved through the experiential activities at the birthday parties.

The Brief

- Familiarization of channel’s iconic characters - Establish Discovery Kids’ distinct proposition of as a distinguished kids’ channel. - To strengthen its bond with children and deepen parents’ trust.

Results

AWARENESS - Nationwide announcement through PR, garnering coverage across national and regional publications, inviting children to participate in Discovery Kids Birthday Contest. - Birthday Party Coverage - Top media in each city were invited at the birthday party to be a part of the celebration. Special photo-ops and backdrops were created. - Post Event - Birthday party pictures were released to generate maximum interest about the channel hosting a special event for the kid in their own city. SUCCESS ANALYSIS With over 15,000 entries from over 25 cities around the country, proved channel’s growing popularity in its first year. The campaign was effective in building stronger affinity with young viewers and succeeded in creating multiple brand ambassadors for the channel. The channel's viewership has been growing consistently.

Execution

Discovery Kids invited all its young viewers to celebrate their birthday together with the channel. The channel rolled out a voting contest and invited all children between the ages of four and eleven, born in the month of August, to participate in Discovery Kids’ Birthday Contest. The channel organised birthday parties of 10 lucky winners. From Delhi to Mumbai, Agra to Chandigarh, Meerut to Madurai, these fun-filled birthday parties were held in multiple cities across India. Creating a real life experience, Discovery Kids popular characters like Tintin, Maya the Bee, Sally Bollywood and Transformers Prime , present in multiple manifestations made the birthday parties the most memorable celebrations for the children and their families. The channel’s characters were embedded in every element of the celebration including invites, decoration, learning-based-games, props, cake, masks and gifts.

The Situation

Discovery Kids was a new entrant in the Indian television market and wanted to gain popularity, engage with kids and establish its distinct brand positioning of entertainment embedded with learning. The channel was completing one year in India and took a celebratory route to engage with its audience – kids and their families. The channel took PR route to reach audience across India a

The Strategy

Extending its connect beyond the television screen, Discovery Kids planned to engage with families and took a celebratory route to celebrate its first anniversary with children across India. The channel offered to celebrate 10 kids’ birthday parties across the country. In its ongoing commitment to foster curiosity, exploration and smart fun amongst children, the channel aimed at making its engagement more intimate with the young audience.