Campaign
strategy and plan
Taylor Herring’s approach was to focus on launching the
new-look Rupert while capitalising on the character’s strong
heritage.
Taylor Herring created and implemented the following activity:
• An exclusive press trip to Cosgrove Hall Films to see
the set of the new series and meet the animators, resulting in
widespread national and trade coverage
• A creative media story – how
Rupert could have looked based on the designs that were not used,
including a skater style Rupert complete with hoodie, in a boy
band-type outfit and a Paul Smith style design, resulting in
coverage in Daily Star, The Sun, Metro, The Guardian, Sunday
Mirror Celebs on Sunday as well as ten pieces in regional titles
and mentions on five regional radio stations
• A news story on
the new look Rupert with licensing and media trade press, resulting
in six trade press pieces as well as brand pieces in The Observer
and the Independent on Sunday
• A national and regional radio campaign
using voiceover artist Morwenna Banks, resulting in twenty interviews
including IRN and BBC Radio 6 Music
• Print interviews with voiceover
artist Claire Skinner and animator Andrew Chapman, resulting
in pieces in The Independent and The Guardian
• A Guinness World
Record award for Rupert Bear as ‘the most enduring cartoon
character printed in a national newspaper’ resulting in
exclusive coverage
• A mail out of a press information pack including
DVDs of the show and a Rupert Bear style scarf, resulting in
coverage in TV Choice, Daily Express Saturday, Daily Mail Weekend,
Daily Telegraph, Sun TV Mag, The Sunday Telegraph Seven, Mail
on Sunday Live, Radio Times and The Guardian G2
• Exclusive artwork
was placed as a competition prizes
Measurement and
evaluation
The campaign achieved widespread media coverage. Total coverage
included over 170 pieces of press with circulation of coverage
topping 69,041,475. Equivalent editorial value is conservatively
estimated to be in excess of £350,000.
Results
Rupert Bear – Follow The Magic achieved a massive viewing
share of 38.8% amongst children aged 4-6 (an audience of 81,900)
and a viewing share of 29.8% amongst parents with children aged
0-3 on launch, making it the most popular show on Five’s
Milkshake. The programme received very positive reviews and the
new look Rupert is now firmly established amongst both parents
and children. Taylor Herring has been asked to work on four Rupert
Bear product launches during 2007.
What the client said
“thank you so much for all your hard
work - you have done a wonderful job and it is much appreciated.”
Liz Morris, PR Manager, Entertainment Rights
back to case studies menu
|
