LOCKIE LEONARD SERIES 2 by Whybin\TBWA Sydney for GOALPOST PICTURES

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LOCKIE LEONARD SERIES 2

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Australia
Agency Whybin\TBWA Sydney
Creative Director Russ Tucker
Designer James De Angelis
Producer Mish Fabok
Released August 2010

Credits & Description

Category: Best Use of Screens
Advertiser: GOALPOST PICTURES
Product/Service: CHILDREN'S TV SHOW
Agency: WHYBIN\TBWA
Date of First Appearance: Aug 11 2010
Entrant Company: WHYBIN\TBWA, Sydney, AUSTRALIA
Entry URL: http://www.awardlook.com/cannes2011/lockie/screens/
Creative Director: Russ Tucker (Whybin / TBWA / Tequila)
Writer: Dan O'Connell (Whybin / TBWA / Tequila)
Writer: Chris Wainhouse (Whybin / TBWA / Tequila)
Art Director/Editor: Glenn Christensen (Whybin / TBWA / Tequila)
Designer: James De Angelis (Whybin / TBWA / Tequila)
Delivery: David Cox (Whybin / TBWA / Tequila)
Film Director: Jim Lounsbury (Eponine)
Head of Content: Peter Gately (Whybin / TBWA / Tequila)
Client Producer: Kylie Du Fresne (Goalpost Pictures)
Producer: Mish Fabok (Whybin / TBWA / Tequila)
Media placement: ONLINE - CHANNEL NINE WEBSITE - 11/8/10
Media placement: FACEBOOK PAGE - FACEBOOK - 11/8/10
Media placement: MYSPACE BRANDED PAGE - MYSPACE - 11/8/10
Media placement: LOCKIE LEONARD TV SHOW - CHANNEL NINE -  
Media placement: MOBILE SITE - MOBILE - 11/8/10

Insights, Strategy & the Idea
Grow our audience and keep them engaged over the 26 broadcast episode series. Drive audience participation between TV and online.

Creative Execution
We gave viewers the chance to actually be in an episode of the television show. We placed green screen posters on the walls of each episode so that users’ photos/content could be added during post to the free to air TV broadcast, and allowed them to rock out dancing to the credits’ soundtrack next to their favourite characters from the show. To keep them coming back we created a series of whodunnit webisodes, a comedy video series and social entertainment that interlinked with the TV broadcast through Facebook, MySpace, Twitter and iTunes.

Results and Effectiveness
TV audience grew from 65,000 viewers to over 100,000 viewers per episode between weeks 1-14. Over 125,000 online video plays during weeks 1-14. As a result of its success the show and its format have now been sold/syndicated to over 20 TV networks around the world, including Disney in North America, BBC in the UK, Nickolodeon in South America, NPO in the Netherlands and a host of others. The campaign is also now being used as a case study for Screen Australia.