JUNE 2017

4 downloads 253 Views 2MB Size Report
Jun 1, 2017 - advertising on Foxtel's Go platform. Before watching their favourite program, kids will see our ads for Ma
JUNE 2017

He’s the coolest kid at school … when he’s not trapped inside his locker that is! In 2016 thousands of ANZ kids got to know Max, and thanks to you, ANZ was the best performing market in the world. In 2017 our ambition for Max is even greater, and we will cement his place as one of the biggest kids’ brands in ANZ.

Like our strategy for Dork Diaries, our campaign for Max runs all year, with regular promotions targeting parents and kids:

SPECIAL PROMOTION $9.99 - March To get more kids reading Max (and Dork) and to build anticipation for the new release, we’ll offer Max Crumbly at a super hot price for a limited time from March. $9.99 promo display bins and posters are available. Plus full page advertising will run in both KRASH and iT Girl magazines in March. KRASH circ: 51K AU / 12K NZ iT Girl circ 35k AU / 8k NZ

BETTER READING PROMOTION – April We’ll partner with Better Reading and Better Reading Kids to create a major promotion targeting parents and librarians, with regular features and posts across all Better Reading platforms including: • • • • •

EDM subscription 45K Better Reading Kids Facebook 11.4K Better Reading Facebook 100K Twitter 1.1K Instagram 4K

All Better Reading posts will be boosted ($$) to reach an even bigger audience.

GOOD READING PK PROMOTION - April Max will also be pre-promoted through Good Reading and their primary school magazine PK. PK is received by • 160+ schools (80% private, 20% public), including many who actively use PK in lessons • 64K students 4K teachers

TV ADVERTISING – our audience The 8 to 12 age group are very high consumers of media – watching lots of TV and video content online: • Per day 8 – 10 year olds watch 3:41 hours of TV content and spend 0:46 hours on computers and devices • Per day 11 – 14 year olds watch 5:03 hours of TV content and spend 1:46 hours on computers and devices

TV ADVERTISING – June + July We’ve seen great results from our previous ANZ TV advertising for Max. We’ll advertise again on Go! in AU and Sky’s Prime in NZ, including key school holiday periods: *Go! 250 ads across 5 weeks **Prime 100 ads across 3 weeks *Sydney, Melbourne, Brisbane, Adelaide and Perth ** National

DIGITAL ADVERTISING – our audience Our target audience are big internet users, and they are often multi screening – with 74% watching TV and using the internet at the same time. When online they are playing games, watching catch-up TV and using YouTube. When are they online? • Weekdays: 81% after school before 6pm • Weekends: 73% 9am to 6pm

DIGITAL ADVERTISING – June + July We’ll reach kids through pre-roll advertising on Foxtel’s Go platform. Before watching their favourite program, kids will see our ads for Max: Foxtel Go pre-roll: 25K ads over 5 weeks

DIGITAL ADVERTISING – June + July Kids are also watching LOTS of videos on YouTube. So we’ll also serve pre-roll advertising across this network to ANZ kids. YouTube: 10K ads over 5 weeks

PRINT ADVERTISING – June We’ll promote Max again with another full-page ad in KRASH (51K AU / 12K NZ). KRASH is distributed through newsagents and supermarkets. From anime, toys, music, and books, to games, sport, science, and all things disgusting (!), KRASH has boys 8 – 14 years covered!

PRINT ADVERTISING - July Plus in July all KRASH readers will receive a Max Crumbly branded toy. All copies of the magazine are bagged, and the toys will be stuck to the front of every cover. This is huge promotion for Max as this audience LOVES getting their hands on these novelty items. Our final toy is TBC, but here are some examples:

DIGITAL ADVERTISING – June + July We’ll reach kids through pre-roll advertising on Foxtel’s Go platform. Before watching their favourite program, kids will see our ads for Max: Foxtel Go pre-roll: 25K ads over 5 weeks

JUNE 2017