NETWORK SEGMENT RESEARCH, REBRAND & RELAUNCH
One of our first missions with our heros at Nickelodeon was the relaunch of their preschool segment, Nick Jr. An incredible ratings story resulted, with Nick Jr. outperforming both Disney and Sesame Street.
We started by teaming up with marketing and research teams at Nickelodeon. Results showed Nick Jr. content and messaging needed to feel both separate and safe to Mom’s of preschoolers. This pointed the way to a new edition of shows and marketing that communicated nurturing, garnered attention and invited action.
Kidvertisers created parenting magazine inserts that looked like advent calendars and were actually an introduction to Nick Jr. TV programs. It was easy for parents to tear these out of magazines and give to their kids to play with. The TV spot you see here was written by Mitch Koffler at Kidvertisers, and produced in-house at Nickelodeon. Honest, goal oriented collaboration with outside creative teams is one of our best skills. Lots of mission oriented “tune in” print, and a “minifesto” followed. Mitch’s tagline, “At Nick Jr., We Play to Learn” launched the branding and continues to inform and inspire all Nick Jr. business.