The campaign started in style with a second series of Tree Fu Tom on CBeebies during October half term. This saw the channel launch a promotional campaign for the new episodes including screening an episode at their autumn season press and VIP Event, on-air trails, presenter links and a strong online offering including a presence on the CBeebies home page, extended information on the grown-ups’ site and a brand new Sprite Yourself game.
The new episodes were a ratings success averaging an 18.4% share amongst children 4-6 and ranking as the number one show in its time slot, beating all competition. Peaking with an impressive 23.5% share, Tree Fu Tom performed up to 41% above CBeebies’ slot average. It was also the highest rated show in its time slot amongst boys 4-6, with peak episodes exceeding the broadcaster’s slot average by 44%, based on 2013 YTD slot average. UKMumsTV also supported the new series launch with a weeklong take over highlighting the new episodes and featuring product competitions.
The on-screen activity is being complemented at retail by a campaign with recent Tree Fu Tom costume appearances at Smyths and John Lewis, with further appearances scheduled at Toys R Us, and Debenhams through to the New Year.
High street stand out has also been secured with a window campaign across The Entertainer stores which has seen the brand take prime position from 28th November through to Christmas Day. In addition Toys R Us are offering a free magazine with every Tree Fu Tom sale in December.
A one month campaign across the country’s 75 Wacky Warehouse soft play activity centres will also reach over 100k parents and children in the lead up to Christmas.
Tessa Moore, VP brand management FremantleMedia Kids and Family Entertainment, said: “In addition to our strong ratings and ongoing broadcast success, these tailored brand and retail campaigns will give Tree Fu Tom increased visibility to continue supporting our partners in the all-important fourth quarter.”
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