| Title | RISE OF VILGAX |
| Brand | CARTOON NETWORK |
| Product / Service | CARTOON NETWORK SERIES - BEN 10 |
| Entrant | TURNER Singapore, SINGAPORE |
| Idea Creation | TURNER Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Fairenza Cheng | Turner Broadcasting | Senior Manager - Marketing & Communications |
| Glenn Bartlett | Turner Broadcasting | Executive Creative Director |
| Merzin Mistry | Turner Broadcasting | Executive Producer |
| Patrina Tan | Turner Broadcasting | Assistant Manager - Social & Marketing |
| Henry Louis Velge | Infinite Studios | Print Designer |
| Zhuxin Tse | Infinite Studios | Graphic Designer |
The “Rise of Vilgax” campaign was created as a multi-platform experience across the Cartoon Network channel, the Cartoon Network website and dedicated Ben 10 show page, as well as the Cartoon Network Facebook and Youtube pages. It gave children the ability to play the role of a hero and “save the world” together with Ben 10.
Cartoon Network issued a call for help via a Facebook Live broadcast, asking fans to help Ben as he prepared to take on Vilgax in a final show down. To do this, Ben had to first Omni-enhance his aliens. Over 10 days, Children were asked to participate in daily challenges, each of which was themed by a selected alien. The challenge required participants to work together to complete, and once done, the new Omni-enhanced alien was released. To further give children the ability to control the campaign outcome, they were also able to vote for the alien that they wanted to see help Ben in his final battle. The top three aliens from the poll were eventually picked and featured in a stop animation battle launched exclusively on Facebook canvas. This led the story line back into the launch of a new season on the TV channel.
The campaign was successful in reinvigorating a long running series and also generated tremendous engagement across multiple digital platforms beyond TV, including the Cartoon, ultimately winning over more new fans. DIGITAL - CARTOON NETWORK WEBSITE: • Page views increased by more than 83% • Visitors increased by more than 27% • Unique visitors increased by more than 25% • Dedicated BEN 10 show page views, visitors and unique visitors increased by over 94% SOCIAL: • 9 Million + total impressions • 6 Million + total reach • 416+ total engagement YOUTUBE • More than 160,000 total views • More than 15,000 new subscribers MEDIA COVERAGE VALUE: • $155,000 USD worth of PR value from Singapore, Malaysia and Philippines
The “Rise of Vilgax” campaign was created as a multi-platform experience across the Cartoon Network channel, the Cartoon Network website and dedicated Ben 10 show page, as well as the Cartoon Network Facebook and Youtube pages. At the heart of the execution, the campaign created an experience that children would want to follow day by day in real time across Cartoon Network's various platforms.
Based on our latest Kids “New Gens” research findings, we found that children today, even those as young as 9-14 years didn’t just want a two-dimensional lean back TV entertainment experience. They wanted to do more, play more, be more. We designed a campaign that was able to bring us beyond traditional engagement tactics and gave us a way to speak to our target audiences, and have them become emotionally invested in Ben 10 and his journey.