Summary:
Nickelodeon India has established itself as a leader by being the No 1 channel in the kid’s category over the past 6 years, with a household availability in about 120+ million households. The target audience ranges from kids aged 15 and up, all the way to young parents aged 25-30.
As families were forced to stay indoors during the lockdown period, co-viewing of the Nickelodeon channels grew substantially.
The first lockdown campaign in the kids space in India, #HomeOkPlease, was born from a need to educate kids on what they should and shouldn’t be doing while stuck at home.
It also brought daily entertainment to the kids directly via social media, and indirectly by promoting the various shows available on Nickelodeon.
We wanted to convey the importance of ‘staying at home’ to our audience in a playful yet relatable manner via our influential toons.
Challenge & Objective:
Conveying the message of “staying at home” to children without losing the gravitas of the situation. Keeping the communication informative and engaging for the TG.
Creative Idea:
The best way to bring out the messaging would be through our toons, who mean the world to their young audience. Keeping the core message of being safe at home the #HomeOkPlease, in a very humorous manner. This would aid kids and their guardians to understand the important messages for one and all
Execution & Impact:
Along with educating the kids about the need for social distancing, we ran timely contests to keep the kids entertained under the umbrella thought of staying #HomeOkPlease
Since all our toons have been outdoors in the visual – we changed the communication to staying indoors
With the lockdown still ongoing, #HomeOkPlease has received active participation on social media with a reach of 79,97,475, and an engagement rate of 28.9% – All results are as of 31st May 2020*
The campaign also received organic PR features from key publication houses.
1) Nickelodeon launches brand films for #HomeOkPlease campaign
Mother’s Day:
We taught kids how Mother’s day could be celebrated with equal fun by staying #HomeOkPlease, and how kids could surprise their moms with our contest #MomAndMySelfie, from the comfort of their homes.
Nick Tentpole:
With a contest that requires kids to stay #HomeOkPlease and watch their favourite toons from #1To3 – We helped kids make the most of their time at home, getting to know their toons more along with an opportunity to win gifts as cool as an iPad.
#BoreNoMore:
People are bored staying at home and do weird things to pass the time. We ask the audience to watch Sonic, have a good time, and also win exciting prizes
World Creativity Week:
To bring out creativity amongst children and provide them with a platform to showcase their inner artist