Turner Cartoon Network

Turner Broadcasting Systems (of Time Warner) approached us to do a promotion targeted at media planners and asked for a solution to promote the Cartoon Network website to their pool of advertising partners.

The objective was to show how the site is visited daily by a million youngsters and is therefore a valuable asset to any media strategy aimed at this demographic.

The campaign was based on the idea that all kids in Spain had misteriously disappeared. An initial wave of teasers was the gateway to an informative site with a video in which various characters of the Cartoon Network series discussed the whereabouts of the kids, who had been metaphorically kidnapped and absorbed into the cartoon´s world. The discourse also mentioned strategic assets of the site like games and exclusive content.

Media planners turned into investigators in a lighthearted detective story that introduced the marketing possibilities of Turner´s platform. This campaign was well received, increasing media sales for the company and return on the investment of the site.