To launch Toonix, a new multi-platform digital brand for kids, our strategy was to build an extensive multi-channel awareness campaign. The goal was to position Toonix as the go-to destination for interactive and customizable kids’ entertainment, leveraging the strength of Turner’s existing media ecosystem.
Our core strategy took a two-pronged approach that combined the reach of traditional broadcast with the engagement of digital platforms. The objective was to support the launch of a new subscription service for Turner’s cartoon content in the Nordic region. We were responsible for creating the entire digital advertising campaign to accompany the app’s release.
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Broadcast Awareness: We produced a series of promotional spots and creative assets for distribution across Turner’s leading broadcast channels, including Cartoon Network and Boomerang. This was a key element of the campaign, as it tapped into the trusted brand loyalty of Turner’s existing audience to introduce them to the new Toonix world. The on-air component served as the primary driver of initial awareness and traffic.
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Digital Immersion: The campaign leveraged digital advertising to reach the target audience where they already live and play online. For each banner type, we produced multiple creatives and sizes, and translated them from English into four additional languages. The main message, “Touch Toonix and make your screen come alive”, was brought to life with an animation of the Toonix character touching the screen and transforming it with relevant cartoon content. The core animation was intentionally brief and punchy, ending with an interactive element where users could tap the screen for more information and watch the Toonix character respond to their touch.
By creating an integrated awareness campaign across both digital advertising and broadcast channels, we successfully built a seamless bridge between Turner’s well-established linear TV presence and its new, innovative digital brand.
