Media > Product and Service
LOST FOR WORDS
PROFERO, London / CHANNEL 4 / 2008
Overview
Credits
Overview
CommunicationGoal
Channel 4 launched a season of programmes highlighting the issues of poor child literacy in the UK. Our brief was to promote the programmes featured.Through research we discovered that the most important thing a parent can do to help childhood literacy, is to read exciting stories to them. So instead of promoting the programmes we suggested to do something that helped address the problem.
Our idea: to create the first ever ‘Bed-time Story Generator’ - a free tool for parents to create unique stories featuring their child as the hero, that they will enjoy reading.
Effectiveness
Interest 'ignited'•4.5m exposures •17% interactions (3xav) •0.45% CTR (6xav).
•4mins 46secs per visit, +25% AOL average WOM•52 countries accessing •Official PTA endorsement – 13,000 newsletter Bedtime stories are back•12,611 unique 'Crowmasters' •89,000 uplift, kids book sales over period
Execution
We commissioned ‘The Crowmaster’ fairytale from Stella Gurney to act as an exciting ‘base story’, themed around the ATL campaign of a small boy lost in an eerie wood.
An engine was built allowing parents to enter a selection of personal details about their child. At the click of a button their bed-time story was created which could be read online, emailed to a distant reader or printed off and bound into a beautiful book.
MediaStrategy
The Crowmaster was hosted on AOL’s Lifestyle section within a microsite, allowing us to attract an interested parent audience.
It contained content about the campaign and encouraged parents to recall their own favourite bed-time stories which inspired them to read. A voting and comments mechanism prompted further interest.
Throughout the site, editorial and display formats directed parents to our section, and even The Confederation of PTAs decided to promote the site in their newsletter.
More Entries from Publications & Media in Media
24 items
More Entries from PROFERO
24 items
