The main thrust of the campaign was to launch a modern day version of the age old Chivalrous Code to help inspire fellow young knights in training.
TV historian Justin Pollard (QI) was enlisted to help modernise the chivalrous code for today’s children and it was endorsed by Susie Boone, Parenting Director, Immediate Media. HIT partnered with Immediate Media on the creation of a special chivalrous pull out featuring the code, a chivalrous reward chart and related activity. The pull out featured in CBeebies and Mike The Knight magazine and online at Made For Mums and Mike the Knight’s website. HIT also commissioned research from Opinion Matters with 10,003 pre-school parents to gauge their attitudes to modern manners. A press campaign to support the code and the research was launched on the day the magazines published. The campaign resulted in 29 regional radio interviews and eight web TV interviews. News items on the code and the related audience research appeared in the Daily Express, and The Huffington Post.
In addition Mike The Knight took over the forefront of historic Warwick Castle across two themed weekends in June and July where special Mike The Knight activity area for pre-schoolers was set up in the Castle grounds. The Warwick Castle event was launched with giant sand sculptures of Warwick Castle, Buckingham Palace and Mike The Knight, coverage of which featured extensively in the regional press, on ITV Central and in the Daily Mail Online. The event was also supported by competitions and online promotions, a radio promotion, a takeover re-skin on Made for Mums and a two-week promotion on UK MumsTV. In addition a bloggers event was held at Warwick Castle which was attended by over 20 influential bloggers from the region and their families.
Featuring fun activities relating to various aspects of the chivalrous code including hobby horse races, a target practice and castle-building, the event was brought to life with regular meet and greets with the Mike The Knight costume character. Even voice artist star Russell Tovey (who voices Squirt) was in attendance.
Shari Donnenfeld, VP HIT Global Brands said: “The Be A Knight, Do It Right campaign captured the true essence and philosophy of Mike the Knight and engaged with parents and children on a number of levels. The campaign gave Mike the Knight an extensive reach of over 12 million people. We are delighted that the code and the Warwick weekends have been such a resounding success.”
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