To continue the strategy of creating Rik & Rok Club actions, started in 2001, with the purpose of strengthening brand goodwill with parents and to humanise the mascots to the children. Maintaining the innovation and pioneering attitude which has characterised this communication strategy, we sought to extend the communication period in order to make the brand a constant reference mark in consumers’ minds.

Book was sold on the International Children’s Day as an optional purchase available with the “Jornal de Notícias” newspaper. This action achieved record sales for an optional purchase. 30% of people who bought the newspaper also bought the book. Book sales made on this day covered the entire action cost. The leftover books were sold through shops allowing the brand to make a profit out of the project.

The message was centred on the opportunity which the children had to obtain a DVD on Children’s Day with the “Jornal de Notícias” containing all the stories which had been shown on TV. The media strategy was based on a presence 10 days before the action day on the TV channel where the programme had been shown (RTP), using 25” spots, pages, page headers and editorials in the “Jornal de Notícias”. We also used 2 full pages in the “Notícias Magazine” (The Sunday supplement) on the week-ends preceding the action.

This project enabled all the defined communication objectives to be achieved because: Children’s Day, in June, allowed the strengthening of brand awareness outside the traditional Christmas period while still keeping the action related to important moments in children’s lives; Creating a book with new content and educational activities enabled the reinforcement of the good-will which has been built up by Rik & Rok with the target public sectors.

Based on the “Rik & Rok’s Adventures" action (which consisted of a TV cartoon series, at Christmas, where children and parents were invited to write stories in which the mascots were the main characters) a book and a DVD were created with assorted content - stories, games, drawings, etc – promoting and developing interactions between parents / children / brand. This book was sold with the “Jornal de Notícias” newspaper (largest circulation national newspaper on 1 June (Children’s Day), as an optional purchase, in a one-shot action.