PAW Patrol Live! “Race to the Rescue” Tour to Return to France in 2020
Nickelodeon, TEG Life Like Touring and VStar Entertainment Group today announced that the hugely popular PAW Patrol Live! will be returning to France in 2020! Based on the hit animated TV series on Nickelodeon Junior produced by Spin Master, PAW Patrol Live! brings everybody’s favourite pups back to the stage for an action-packed, high-energy, musical adventure where they come to the rescue!
Following over 100,000 tickets being sold during the show's inaugural tour of France in 2018, PAW Patrol Live! will commence its 2020 tour in Lille on Saturday 11th January 2020, before making its way across France, concluding in Montpellier on Sunday 26th April 2020. There will be limited performances per city.
Tickets are now available for the general public to purchase now at https://www.fnacspectacles.com. A special "Pack privilège" VIP upgrade package, in which fans can meet, greet and have their photos taken with the PAW Patrol pups is also available to purchase.
Nickelodeon gros succès ⚡ 🧡 💤 👩❤👨 ❤ 👨👩👧👧
Avec plus de 100 000 billets vendus lors de sa première édition en 2018, le spectacle LA PAT’ PATROUILLE À LA RESCOUSSE est de retour sur les routes de France et déjà en tête des ventes de la billetterie spectacles FNAC.
Et pour débuter sa tournée, le show donne rendez-vous aux spectateurs au Zénith Arena de Lille le 11 janvier 2020 !
Véritable show musical interactif entièrement en français et fidèle aux valeurs qui ont fait le succès du programme (citoyenneté, entraide, résolution de problèmes, travail en équipe...) le spectacle, grâce à un immense mur vidéo HD et des éléments de décors physiques, transporte les spectateurs dans l'univers et les lieux emblématiques de la série.
Grâce à des marionnettes géantes mécaniques, les personnages prennent vie sur scène au son de musiques pop entraînantes et chantées en live. Un spectacle exceptionnel qui ne manquera pas de ravir petits et grands !
Les enfants pourront ainsi retrouver leurs chiens préférés dans une trentaine de villes pour une cinquantaine de shows, à partir du 11 janvier et jusqu'à fin avril ! Et à Paris, le spectacle LA PAT’ PATROUILLE À LA RESCOUSSE s'installe au Zénith Paris - La Villette pour cinq représentations les 15 et 16 février prochains.
Véritable succès d'audience jeunesse TELEVISION / REPLAY / SVOD en France, LA PAT' PATROUILLE est la marque préférée des 0-6 ans* et se classe par ailleurs N°1 des licences/propriétés jouets préscolaires en France**.
11/01 - Le Zénith Aréna de Lille (deux représentations)
12/01 - Le Zénith Europe de Strasbourg
18/01 - L’Axone de Montbéliard
19/01 - Le Capitole de Châlons-en-champagne
25/01 - L'Arkea Arena de Bordeaux (Floirac)
26/01 - Le Zénith d’Auvergne à Clermont-Ferrand (Cournon D Auvergne)
2/02 - Le Zénith de Dijon
8/02 - L’Arcadium d'Annecy
9/02 - Le Zénith de Saint-Étienne
15 et 16/02 - Le Zénith Paris – La Villette
22/02 - Le Zénith de Rouen
23/02 - Le Palais des Congrès de Tours
29/02 - La Halle Tony-Garnier de Lyon
01/03 - Le Narbonne Arena
07/03 - Le Sceneo de Saint Omer
8/03 - Le Palais Omnisports de Metz
14/03 - Le Zénith Metropole de Nantes
15/03 - Le Zénith de Toulouse
21/03 - Le Palais Nikaia de Nice
22/03 - Le Dôme de Marseille 28/03 - Palais Des Sports Paris - POSTPONED
29/03 - Le Zénith d'Amiens
4/04 - Le Micropolis de Besançon
5/04 - Le Zénith de Limoges
12/04 - Le Summum de Grenoble
25/04 - Le Zénith de Toulon
26/04 - Le Zénith Sud de Montpellier
###
PAT'PATROUILLE - LE SPECTACLE ! LA PAT'PATROUILLE A LA RESCOUSSE
LOS PRODUCTIONS (l.2-1000799/3-1000800) présente ce spectacle
Basé sur la série animée star des enfants, La Pat’ Patrouille – Le Spectacle ! « À la rescousse ! » met en scène leurs personnages préférés pour une aventure musicale pleine d’humour et d’action !
Tous les habitants de La Grande Vallée se retrouvent pour l’lncroyable Course des Maires qui oppose Mme le maire Goodway de La Grande Vallée et le M. le maire Hellinger de FoggyBottom. Mais, Mme le maire Goodway a disparu…
Heureusement, la Pat’ Patrouille est là ! Chase, Marcus, Stella, Ruben, Rocky, Zuma, Everest et Ryder sont toujours prêts à partir en mission pour venir en aide aux habitants de La Grande Vallée !
Cette aventure interactive transporte les enfants dans des lieux emblématiques de la série tels que La Grande Vallée, la Tour de Contrôle, la ferme de la Madame Yumi, l’Île des Phoques et la montagne de Jake.
La Pat’ Patrouille – Le Spectacle ! montre aux enfants que « aucune mission n’est trop dure car nos amis, ils assurent » !
"Pack privilège", adulte et enfant =
Une place en carré or + rencontre et des photos avec les mascottes, un goûter et des cadeaux.
Pour ce pack une catégorie "Meet greet" a été créée.
Apple Arcade added a new game to its catalog of over 100 games on Friday. Loud House: Outta Control features characters from Nickelodeon's hit animated series The Loud House. The single-player family-friendly strategy game, like the show, centers around the zany adventures of 11-year-old Lincoln Loud and his 10 sisters - Lori, Leni, Luna, Luan, Lynn, Lucy, Lana, Lola, Lisa and Lily - and tasks players with completing various tasks before time runs out, and is available now across the iPhone, iPad, and Apple TV. As expected, it has some great animation and designs.
Help the siblings reach their goals and unlock new levels. Don't crash into each other or cause sibling rivalry fights, though -- a task more challenging that it might seem. The timer adds an extra level of mayhem as you direct Lincoln to his comic books or Lana to her mud pies. You'll get bonus points for beating the clock. Every floor of the Loud House has new challenges waiting and special items to collect.
The game is designed to make the player become "part of the family," according to Adrian Wright, Vice President (VP) of Games at Nickelodeon.
"Nickelodeon's Loud House: Outta Control celebrates what makes The Loud House great: Having fun surviving household chaos, generating laughs through characters and their relationships, and grounding gameplay in personal stakes," Wright said in a release.
Welcome to #TheLoudHouse! Take control of your favorite Loud family characters and make sure they get to where they need to go, all while avoiding sibling rivalry.
Welcome to the Loud House! Are you ready to get OUTTA CONTROL?! Enter the chaotic world of Lincoln Loud and his sisters from the hit Nickelodeon series.
COMPLETE TASKS
Guide your favorite Loud characters to complete their objectives. Get Lincoln to his comic books and Lana to her mud pies before the clock runs out! Manage multiple paths for characters while enjoying exciting character interactions. Earn bonus points by completing objectives as quickly as you can!
CONTAIN THE CHAOS
When characters collide...hilarity ensues. From flying pies to loaded diapers, do your best to avoid the chaos big enough to ignite any sibling rivalry! Avoid collisions or risk losing the level...and watch out for those pesky fight clouds!
EXPLORE THE LOUD HOUSE
Experience the Loud House in all seasons. Manage the chaos from the front yard to the kitchen! From the attic to the best seat on the couch! Each level features a unique scene and fun new challenges.
COLLECT ITEMS
Earn medals and unlock Collectibles! Play to win special items from the Loud House universe: Lisa’s Gloweos, Lucy’s crystal ball and more. Discover new levels and watch your collection grow!
"Loud House: Outta Control" can be downloaded from the App Store with an Apple Arcade subscription. Apple's gaming service launched in September, providing iPhone, iPad, Apple TV, and Mac users with access to over 100 games with no in-app purchases or ads for $4.99 per month or $49.99 per year in the United States. Parents can be assured that there’ll be no other costs, as ads, in-app purchases and loot boxes are banned.
Game Specs:
Size: 2.8 GB
Compatibility: Requires iOS 13.0 or later. Compatible with iPhone, iPad, and iPod touch. Apple TV.
Loud House Outta Control on Apple Arcade: A SuperParent First Look
Draw lines to help the Loud children reach items without bumping into one another.
Loud House: Outta Control is a mobile arcade game on Apple Arcade, which was inspired by the Nickelodeon television series The Loud House. The game asks you to help Lincoln Loud and his many siblings reach the items they love while making sure they don’t bump into one another.
In each level of Loud House: Outta Control, characters will appear from the outside of the screen, and they’ll walk forward automatically. You’re asked to tap and hold on each character, and then drag your finger across the screen to create a walking path for them to follow. The goal is to help each character reach their desired item (or the level's destination) without bumping into another character or a fight cloud. (Fight clouds will randomly appear and automatically move across the screen.)
Each character is associated with different items, and both the characters and the items are color-coded, so you’ll be able to quickly tell which character goes with which item even if you aren’t familiar with each character’s tastes and preferences from the show.
There are also levels that ask every character to reach the same destination. For instance, you may need to have all of the kids clean the dishes in the sink. In these cases, you'll need to time your actions correctly so that two kids don't end up at the destination at the same time.
If you see two characters are about to collide, or if a character is about to hit a fight cloud, you can tap and hold on them and then draw a different line for them to follow, which replaces their original path. If a character hits a fight cloud, they'll disappear from the screen and the level will continue. If two characters collide, you'll fail the level and will need to start over from the beginning.
Each time a character reaches their desired item or destination, you’ll earn points. Every level is timed, so you’re challenged to earn as many points as you can before time runs out.
Finally, you can earn trophies on each stage, depending on your performance. When you unlock a trophy, you’ll also unlock a decorative collectible that you can view in the attic of the Loud house. You can replay stages to earn any trophies you may have missed, or to simply try and increase your high score.
Loud House: Outta Control is available on iOS devices as part of Apple Arcade, Apple’s game subscription service. The game doesn’t include advertisements or in-app purchases. It’s rated 4+.
Check out six minutes of gameplay from Loud House: Outta Control to see if this is a game your family would enjoy.
Update (12/3) - In response to the COVID-19 (aka coronavirus) outbreak, Nickelodeon has regretfully decided to postpone Kids' Choice Awards 2020 until a later date. The latest information can be found here.
A Special Surprise For Local Legend Jack Berne, 11-Year-Old Who Raised $1.6M For Struggling Farmers
It’s people like this that really restore our faith in humanity – and so it’s hard to believe that this little hero is only 11-years-old!
Jack Berne became a local legend in Australia after he helped design a fundraising campaign to raise money for our struggling farmers.
The initiative is called ‘Fiver for a Farmer’ and Jack started it back in 2018 at his school in the Northern Beaches after hearing just tough life had been for Aussie farmers following an intense drought.
11-year-old Jack told Kyle and Jackie O this morning that he heard about the drought at school and he couldn’t believe how badly it had impacted hardworking Australians. And so he decided to step up and help out.
“I was watching a video on the drought at school and I just kind of went home and was like, ‘Wait, what’s a drought? What’s all this about?’,” Jack told us this morning.
“So I like started writing an email with this idea to just dress up like a farmer and bring in five dollars and it just all came together.”
Jack managed to get everyone at school to dress up as a farmer for the day and bring in a $5 donation.
After an incredible effort, Jack has managed to raise a whopping $1.6 million (AUS) to support farmers across Australia who have been suffering throughout the drought. What a little legend!
And KIIS 1065 Sydney wanted to make sure that he gets to be there at the awards ceremony in LA next month so that he can accept this incredible award!
KIIS 1065 Sydney spoke with their friends at Nickelodeon and managed to pull some strings to fly both Jack and his mum over to LA for the Kids' Choice Awards 2020 on March 22!
After hearing Jack’s incredible story, they hooked him up with the best of the best, providing five nights’ accommodation in LA and an invite to all the exclusive events happening around the Nickelodeon Kids' Choice Awards, including SlimeFest!
It’s safe to say that Jack was completely over-the-moon! Of course, he made sure to check with his mum first to make sure it was okay to accept the trip! What a sweetheart!
A massive thanks to Nickelodeon and the slimiest awards show on the planet for helping KIIS 1065 Sydney make this happen for Aussie legend Jack Berne!
Hear the full giveback in the podcast below!
Jack is one of five recipients of Nickelodeon's Local Legends Kids' Choice Award:
Danzal Baker (Baker Boy)
Born in Darwin and raised in the remote Northern Territory communities of Milingimbi and Maningrida, Danzal Baker (aka Baker Boy) is one of the freshest new hip-hop talents to emerge from Australia.
Danzal, a proud indigenous musician, raps in both English and the Yolngu Matha language, paying tribute to his Arnhem Land family. By doing this he hopes to inspire younger generations to embrace their culture and become leaders in their communities.
“Music is the best meditjin (medicine), it brings everyone together, makes you want to dance, love, laugh, vibe and feel and I wrote Meditjin with just that in mind. It’s about making people feel the music and expressing themselves”, says Danzal.
Jack Berne
Jack is the 11-year-old founder of Fiver for a Farmer, a fundraising campaign which captivated the nation when it began in 2018. After learning about the drought at school, Jack, from the Northern Beaches of Sydney, went from caring about it to taking action, asking his classmates to dress up as farmers and donate $5 to the cause. The contentious primary school student then went on to borrow his mum’s laptop and send emails out to media outlets asking for their help to spread the word about the campaign and generate much needed funds. He hit his first goal of $100,000 in less than a week and has since raised over $1.6 million for Australia’s struggling farming communities.
"If we can't grow from our own backyard, we need to do something about it. We are the future and we have to take care of this world”, says Jack
Molly Steer
11-year-old Molly is the founder of the Straw No More, an action-led campaign which encourages schools across Australia to stop using single-use plastic straws in their tuckshops and canteens.
Molly’s inspiration came after watching a movie called A Plastic Ocean, where she first discovered that plastic can end up in the ocean where it hurts marine life. She immediately started to think of ways to help eradicate single use plastic from the schoolyard.
“I started thinking about ways I could help the sea animals. I decided to ask my School Principal if we could stop using plastic straws at our school tuckshop. Then other schools in the area found out about it, and they wanted to join in too. We’ve had schools from all over Australia get in touch to say they are interested. We’ve even had people from South Korea, New Zealand, England and America contact us! Each day, we have more people saying they want to get involved. Even some cafe’s around Cairns are taking the StrawNoMore pledge!” says Molly.
Jacinda Ardern
Jacinda Ardern, the 40th Prime Minister of New Zealand, is both the world’s youngest female head of government and first world leader to bring her child to the United Nations general assembly. Putting the needs of both her own child and the children of New Zealand first, Jacinda continues to remain committed to ending child poverty and making her country the best place in the world to be a child. Her compassion, integrity, relatability and efforts to empower kids to share their points of view on the future of New Zealand, makes Jacinda the perfect recipient of Nickelodeon’s Honorary Local Legend Award.
Celeste Barber
Celeste is an Australian actor, writer, and comedian who recently raised over $51 million for the NSW Rural Fire Service and Brigades Donations Fund via a Facebook fundraiser, sharing the link on her social channels, with a reach of over 1.3 million. In between gathering supplies for displaced Australians and thanking people around the globe for their donations, Celeste showed the personal heartache as her extended family came close to losing their home.
Celeste’s Facebook fundraiser broke the record for the largest ever fundraising effort on the social platform globally. The money raised will help fund the RFS in their efforts to eliminate the devastating bushfires that have been ravaging Australia for months.
A massive congratulations to all Nickelodeon's KCA 2020 Local Legends!
Viewers in Australia and New Zealand can now vote for their favourites across the worlds of film, television, music, pop culture, animation and more at kca.nick.com.au!
Jack Berne’s Fiver for a Farmer campaign raises $1.6 million for farmers in need
Jack Berne is the 11-year-old schoolboy who made headlines after launching his Fiver for a Farmer initiative.
The rule were easy - come to school dressed as a farmer, and hand in your $5 donation, all in aid of our drought-affected communities.
But news of the simple idea started a nationwide trend - and Jack’s first fiver quickly grew to a staggering $1.6 million.
“I was watching a video about the drought, and I had never heard anything about a drought,” Berne said.
“Water always comes from the tap, but not out there. It was totally different.
“I started researching and decided I should do something about this. So Fiver for a Farmer was my idea, and I sent an email to radio stations and all sorts of things, and it went from there.”
Going global
In January, Jack was awarded an Australia Day award for Outstanding Community Service - and now he’s been awarded Nickelodeon’s Kids Choice Local Legend.
He’s also preparing for his US debut - having filmed an episode of Little Big Shots with Melissa McCarthy.
“It was such a great experience, and Melissa McCarthy is the nicest person in the world,” Berne said.
“It was amazing, and everyone there was really nice and it was super fun.
“It was really cool to see what the other kids do as well. I met so many cool people who do so many amazing things, and I was really happy to be on the show.”
For more details on Fiver for a Farmer, click here - and find out more about Nickelodeon’s Kids Choice Awards here.
Ben Fordham stops coronavirus from destroying 11yo’s ‘trip of a lifetime’
Ben Fordham has helped save Fiver for a Farmer founder Jack Berne’s dream trip from being ripped away from him due to coronavirus fears.
The 11-year-old has raised over a million dollars for drought-stricken farmers and recently won Nickelodeon’s ‘Local Legend’ award.
Nickelodeon agreed to fly Jack and his Mum to Los Angeles for the Kid’s Choice Awards and pay for five nights accommodation.
But due to coronavirus fears, Nickelodeon reneged on the deal refusing to fly Jack over, after his mother had already purchased two extra tickets so the whole family could visit Disneyland.
Ben Fordham has reached out to the TV network and managed to save Jack’s trip, with Nickelodeon agreeing to honour the original prize.
Ben says it’s the right decision.
“The Kid’s Choice Awards will most likely be scaled back in some way and may involve a limited studio audience.
“But the main thing is Jack and his family still get to go on the trip of a lifetime and they get to go to Disneyland.”
Originally published: Tuesday, February 25, 2020.Follow NickALive! on Twitter, Tumblr, Reddit, via RSS, on Instagram, and/or Facebook for the latest Nickelodeon and Kids’ Choice Awards 2020 News and Highlights!
UK insurance company Direct Line has launched its new advertising campaign featuring three major licensed properties – Donatello from Teenage Mutant Ninja Turtles, RoboCop, and Bumblebee from the Transformers franchise!
Each character is the star of their own advert, all of which premiered simultaneously at 21:15 on Friday 6th March 2020. In a world-first TV and VOD ad break takeover, the spots appeared across ITV, Channel 4 and Sky. The launch moment alone was expected to reach 7.5 million people.
The deals were managed and negotiated by Born Licensing, the licensing agent for MGM, ViacomCBS Networks (formally Viacom International Media Networks/VIMN) and Hasbro.
The Donatello spot shows the tech-savvy turtle in CGI form, skateboarding his way to a plumbing emergency only to discover that Direct Line has beat him to it. Direct Line’s depiction of the pizza-loving amphibian was created based on the classic "retro" concept for the Teenage Mutant Ninja Turtles, which first hit the small screen in 1987.
There's been an emergency! Will Donatello make it in time or will he be #OutHeroed?
Bumblebee, meanwhile, is involved in an action-packed journey from an auction house to a minor car accident where he learns that Direct Line has already sent a taxi to the scene. Finally, RoboCop finds himself negotiating his way through city streets on a motorbike to an office space, but he too finds out that Direct Line has beaten him to save the day by replacing stolen laptops.
Stand down Bumblebee, we're on it.
RoboCop might have been #OutHeroed, but will you? Try to spot the 4 cult quotes.
“We’re thrilled to share this brilliant example of how powerful characters can be in advertising,” said David Born, director of Born Licensing. “Each of these characters are instantly recognisable and adored by generations of fans. Teamed with the talented creative team at Saatchi & Saatchi London, an Oscar nominated director and best in class postproduction, the result has an amazingly cinematic feel which will no doubt have viewers wanting to watch the adverts again and again.”
Wendy Moores, head of marketing at Direct Line, added: “Our customers know that the second anything goes wrong, we will leap into action and have them covered.
“Our new campaign suggests that we are so good at doing this that we’re even better problem solvers than some of the world’s best and most loved heroes, to ensure we stay ahead of the insurance pack.”
The campaign consists of 3 x 60” adverts along with cut downs and will be supported by out of home placement on billboards, buses and bus stops. Other campaign material featuring the characters includes print, social media, online, radio, home page takeovers and other activity to be announced.
Donatello is no stranger to starring in commercials, having previously being featured in Virgin Media's fibre advertisement in 2017 (created by Bartle Bogle Hegarty London) alongside Usain Bolt, Iron Lord Hunter and Southampton FC.
Donnie, RoboCop and Bumblebee takeover from Winston "The Wolf" Wolfe. Portrayed by Harvey Keitel, Wolfe – of Pulp Fiction fame – first joined Direct Line in 2014, marking a new positioning for the brand as the ultimate "fixer" for people with Direct Line insurance.
Wolfe has been replaced by RoboCop, Donatello from Teenage Mutant Ninja Turtles and Bumblebee of the Transformers.
After a long and chequered career as Hollywood’s sharp-tongued problem-solver, Winston "The Wolf" Wolfe is finally retiring as the face of Direct Line.
Portrayed by Harvey Keitel, Wolfe – of Pulp Fiction fame – first joined Direct Line in 2014, marking a new positioning for the brand as the ultimate "fixer" for people with Direct Line insurance.
The first ad narrowly escaped a ban from the Advertising Standards Authority due to complaints that it was "misleading". That said, Mark Evans, marketing director, marketing and digital, at Direct Line, claimed the brand’s marketing team was left "in awe" of the idea when it was first pitched by Saatchi & Saatchi, which was appointed to the business that same year.
Wolfe’s highlights include 2015’s "Hens", "Cocoa" and, most recently, "Tracey on ice" last year.
In his place, Direct Line has launched a campaign starring RoboCop, Donatello from Teenage Mutant Ninja Turtles and Bumblebee from Transformers.
Created by Saatchi & Saatchi London with VFX and character animation by The Mill, "We’re on it" follows the Hollywood heroes as they skate, accelerate and (in the case of Bumblebee) jump over a moving train in an attempt to help people in need. Things take an anticlimactic turn, however, when each character finds they’ve been bettered by a Direct Line employee.
Launched alongside social media, out-of-home and radio activity, as well as a partnership with Twitter via the hashtag #outheroed, the work was created by Will Brookwell and Will Helm, and directed by Bryan Buckley through Hungry Man. Media is handled by MediaCom.
This marks the first time Direct Line has brought all of its personal and business product lines together for a campaign. It is set to make its TV debut at 9:15pm tonight (Friday) across ITV, Channel 4 and Sky simultaneously, with a predicted reach of 7.5 million people for the launch.
"Wolfe’s campaign has been hugely successful and still continues to be, but we have to make sure that we're future-proofing ourselves," Wendy Moores, head of marketing at Direct Line, told Campaign.
"The world's changing, insurance is changing and we need to make sure that we've got creative material that's fit and ready to stand the tests of time. We could have continued with Winston for a number of years to come, but we would rather make that decision now than get to a stage where we have to make a change."
Direct Line isn’t the first brand to enlist TV characters from decades past. In 2016, Halifax (and Adam & Eve/DDB) began providing "entertaining advice" to personalities including Top Cat, Fred and Wilma from The Flintstones, the cast of Scooby-Doo and even Dorothy and the gang from The Wizard of Oz, with visual effects also provided by The Mill.
Moores said: "The difference between this campaign and what Halifax released is that you cannot retell the story without talking about the brand. These are proper brand ads and we're using the proposition to help with brand comprehension, whereas none of us can quite remember whether those ads were Halifax or Nationwide.
"We can remember the characters, but we can't remember the products or anything about what they were trying to say about that brand, and so they were properly borrowing on the equity of pop culture."
In 2017, Donatello made a cameo in Virgin Media’s "This is Virgin fibre" spot (created by Bartle Bogle Hegarty London) alongside Usain Bolt, Iron Lord Hunter and Southampton FC.
However, Direct Line’s depiction of the pizza-loving amphibian was created based on the classic concept for the Teenage Mutant Ninja Turtles, which first hit the small screen in 1987.
Frankie Goodwin, creative director at Saatchi & Saatchi, said: "The Mill did justice to a character [Bumblebee] that was literally a tennis ball on a stick when we were on set. Donatello was a strange short man in a pair of green tights. It's very easy to write 'Transformer dude' in the script, but bringing that to life to the same quality as what people know and love is a leap of faith.
"It has been wonderful to design Donnie with Viacom Nickelodeon based on the original characters and we've heard early comments that we've revived the childhood turtles that people really loved."
While Goodwin claims that there is a wealth of characters the campaign may choose to adopt moving forward, Donnie, Bumblebee and RoboCop are expected to feature in the campaign for the next 12 months.
Sarah Jenkins, managing director of Saatchi & Saatchi London, added: "There's so much joy in the scalability and the longevity of the idea that no-one is better than Direct Line – not even superheroes. We don't need to show a superhero to use that idea."
Exclusive: Breaking Down the Direct Line Ad Spots with Donatello, Bumblebee and RoboCop
Born Licensing, Nickelodeon and MGM shine a light on how TV ad campaigns represent an exciting new future for licensing.
On Friday, March 6, a new U.K. ad campaign swept the nation’s screens. Starring some of the world’s most iconic heroes - RoboCop, Donatello (the Teenage Mutant Ninja Turtle) and Bumblebee (the Transformer) – the Direct Line ad spots called “We’re On It” marks a new brand identity for the insurance company and acts as a successor to the licensed campaign featuring Harvey Keitel as Winston Wolfe, first shown in 2014.
Speaking with Born Licensing – the agency behind the licensed campaign – and the licensors involved, License Global gains exclusive insight into how licensing is playing an increasingly bigger part in the U.K. advertising industry.
How Licensing Can Enhance Brand Messaging
Directed by two-time Oscar nominee Bryan Buckley, named “King of the Super Bowl” by The New York Times after directing 50 half-time commercials, this new campaign was designed to complement a brand identity refresh for Direct Line, before making its way onto televisions, cinema screens and beyond during its big launch. So, how does such a significant campaign call for the world’s greatest heroes?
“Our customers know that the second anything goes wrong, we will leap into action and have them covered,” says Wendy Moores, head, marketing, Direct Line. “Our new campaign suggests that we are so good at doing this that we’re even better problem solvers than some of the world’s best and most loved heroes, to ensure we stay ahead of the insurance pack.”
“Direct Line’s new campaign is all about positioning themselves as the fastest and most efficient problem solvers,” says David Born, director, Born Licensing. “To demonstrate this, they wanted to leverage some of the world’s most well-known characters who are famous for being heroes, solving problems and saving the day. By showing these heroic characters getting beaten by Direct Line, the advertiser is highlighting how great their service is in an entertaining and engaging way.”
“Advertising history isn’t easily achieved,” adds Buckley, “unless you have Bumblebee clearing the path, Donatello at your side and RoboCop watching your back.”
How to Capture Multi-Generational TV Viewers with Characters
The kids who grew up with Donatello, Bumblebee and RoboCop are today’s insurance customers, a demographic proven to engage with nostalgia properties. Bring those properties into the home with an attention-grabbing campaign, and the effect is more powerful than straight promotional materials.
“Direct Line has done a brilliant job at tapping into three generationally loved characters: Donatello, Bumblebee and RoboCop,” says Born. “All three characters first appeared in the 1980s, and since then, have each captured our attention through films, home entertainment, gaming and consumer products. Nostalgia will certainly play a part in these adverts, as a lot of consumers who grew up in the 1980s and engaged with the brands early on are now making choices about insurance providers. However, thanks to the ongoing activity surrounding each property, newer generations will engage with the Direct Line campaign, too.”
After seeing huge success with Born Licensing’s previous campaign with Money Supermarket – which featured “Masters of the Universe” characters He-Man and Skeletor – the new “We’re On It” campaign is expected to reach 7.5 million views from the launch moment alone, eventually reaching 77 percent of U.K. adults after two weeks and 91 percent after four weeks.
The Consumer Appeal of Characters in Ad Campaign.
According to reports from Newcastle University, characters are more powerful in advertisement, hold more purchase intent than celebrities and are seen as more trustworthy across wider consumer perception. So, how do these characters fit in with campaigns, and how can licensing characters bolster the properties’ brand awareness?
“‘RoboCop’ is a satirical sci-fi thriller known for explosive action and smart-mouthed one-liners, celebrated by fans and critics since its first debut in 1987,” says Robert Marick, executive vice president, global consumer products and experiences, MGM. “Four films later and a fifth instalment in development, the ‘RoboCop’ franchise continues to sit in the center of the pop-culture zeitgeist and delight fans with his ‘do good’ attitude. From consumer products, to interactive games and licensed media, the lead character resonates with fans young and old. This campaign definitely provides our consumers opportunity to engage with the property every day through its linear television campaign, social media overlay and outdoor signage. The campaign and the RoboCop character will be everywhere.”
“Donatello is a universally recognized ‘hero-in-a-half-shell’ and a much-loved character who has cross-generational appeal,” says Venetia Davie, vice president, consumer products, ViacomCBS Networks, U.K. and Ireland. “He’s known for being the smartest and most tech savvy of the turtles with an intuitive ability to understand how things work, from computer robotics and rocket propulsion systems to lights in the fridge, he’s the perfect choice for this action-packed campaign. We know that when Donatello appears in the Direct Line campaign it will grab consumers’ attention, no matter their age. Whilst we know that the parents are the ones purchasing insurance for their cars, homes and businesses, the ad is designed to be entertaining for children as well.”
As licensing evolves and the industry finds new avenues of revenue, creativity, awareness and engagement with consumers, nostalgia and brand perception are just a few of the factors attached to TV advertising. But what can innovative advertising do to support the industry and provide a viable option for licensors looking to bolster brands?
“As traditional areas of licensing become more challenging, licensors are looking at new ways to engage with audiences,” adds Born. “Lending their characters to advertisers like Direct Line allows them to reach a broad audience in a new and different way. Using this campaign as an example, British audiences will engage with Donatello, Bumblebee and RoboCop across television, radio, on public transport, on a billboard, on social media, in the newspaper and in a number of other ways. In addition to reaching new audiences, licensing their IP in advertising campaigns opens up a new revenue stream that can help support their business. We expect a campaign of this level to start a nationwide conversation about the characters, and it wouldn’t surprise us if consumer products relating to those characters experienced a spike in sales. We’ve seen that happen with previous characters featured in advertising campaigns.”
ViacomCBS Networks GSA (Germany, Switzerland and Austria) has appointed Katharina Rickers as the Director of its Advanced Marketing Solutions team, effective immediately. Based in Berlin, Rickers' focus will be on ViacomCBS Networks GSA's strategic marketing partnerships and cross-platform brand staging for the target groups of children, teenagers and young adults across all linear and digital channels as well as events of the Nickelodeon, MTV and Comedy Central brands, in cooperation with ViacomCBS GSA's brand teams and sales partners such as Visoon and Goldbach. Rickers, who comes from Weber Shandwick, reports to Till Weidemüller, Deputy GM, VP Finance & Ad Sales at ViacomCBS Networks GSA.
Official ViacomCBS Networks GSA press release:
ViacomCBS Networks GSA baut Advanced Marketing Solutions mit Katharina Rickers auf
Berlin, 05. März 2020 – ViacomCBS Networks GSA baut mit Katharina Rickers interne Kompetenz in den Bereichen Branded Content und crossmediale Markenpartnerschaften auf. Die 38-Jährige wird ab sofort als Director Advanced Marketing Solutions in Berlin den neuen Geschäftsbereich in enger Zusammenarbeit mit den Markenteams und Sales-Partnern wie Visoon und Goldbach führen.
Im Mittelpunkt stehen dabei strategische Marketingpartnerschaften und plattformübergreifende Markeninszenierungen für die Zielgruppen Kinder, Jugendliche und junge Erwachsene über alle linearen und digitalen Kanäle sowie Events der Marken MTV, Nickelodeon und Comedy Central. Katharina Rickers berichtet in ihrer Rolle an Till Weidemüller, Deputy GM, VP Finance & Ad Sales bei ViacomCBS Networks GSA.
Rickers kommt von Weber Shandwick, wo sie als Associate Director Digital standortübergreifend die Digitalabteilung von Weber Shandwick Germany verantwortete. Zuvor war sie mehrere Jahre in der EndemolShine Group unter anderem für den Ausbau der internationalen Digitalagentur und Produktionsfirma EndemolShine Beyond in acht Territorien zuständig. Bei ihren vergangenen Stationen betreute sie Konzeption und Umsetzung von Digitalmarken wie Awesomeness TV ebenso wie die Entwicklung von Content-Strategien und Branded Entertainment für Kunden wie Coca-Cola, L’OREAL, Pizza Hut, ASOS und Warner Music.
„Mit MTV, Nickelodeon und Comedy Central erreichen wir sehr erfolgreich junge Zielgruppen und bieten mit unseren Inhalten zahlreiche Möglichkeiten für plattformübergreifende, authentische Markeninszenierungen“, so Mark Specht, General Manager & Executive Vice President ViacomCBS Networks CEE & GSA. „Katharina Rickers bringt genau die richtige Expertise mit, um unsere Anstrengungen im Bereich Branded Entertainment in Deutschland, Österreich und der Schweiz zusammenzuführen und bedeutend zu verstärken.“
Über ViacomCBS Networks GSA:
ViacomCBS Networks GSA ist Teil des globalen Medienunternehmens ViacomCBS und agiert in den deutschsprachigen Märkten Deutschland, Österreich und Schweiz.
Mit MTV, Comedy Central, Nickelodeon und anderen bekannten Entertainment-Marken bietet ViacomCBS Networks GSA vielfältige TV- und Onlineangebote für die Zielgruppen Kinder, Familie, Jugendliche und Erwachsene an. Insgesamt erreicht das TV-Angebot von ViacomCBS Networks GSA in Deutschland, Österreich und der Schweiz mehr als 40 Millionen Haushalte. Dazu kommt die starke Entwicklung unserer Marken und unser Partnerschaften in den Bereichen Consumer Products und Recreation: Unsere Marken sind erlebbar auf Events, als Lizenzprodukte und in Freizeitparks.
Viacom verpflichtet Rickers für Marketingpartnerschaften
ViacomCBS will hierzulande strategische Marketingpartnerschaften und plattformübergreifende Inszenierungen von Marken vorantreiben. Dafür hat das Unternehmen jetzt Katharina Rickers verpflichtet, die den neuen Geschäftsbereich führen wird.
ViacomCBS Networks GSA verpflichtet Katharina Rickers, um mit ihr die interne Kompetenz in den Bereichen Branded Content und crossmediale Markenpartnerschaften aufzubauen. Die 38-Jährige wird ab sofort als Director Advanced Marketing Solutions in Berlin den neuen Geschäftsbereich in Zusammenarbeit mit den Markenteams und Sales-Partnern wie Visoon und Goldbach führen, teilte das Unternehmen mit.
Im Mittelpunkt stehen dabei strategische Marketingpartnerschaften und plattformübergreifende Markeninszenierungen für die Zielgruppen Kinder, Jugendliche und junge Erwachsene über alle linearen und digitalen Kanäle sowie Events der Marken MTV, Nickelodeon und Comedy Central. Katharina Rickers, die von Weber Shandwick kommt, berichtet in ihrer Rolle an Till Weidemüller, Deputy GM, VP Finance & Ad Sales bei ViacomCBS Networks.
Mark Specht, General Manager & Executive Vice President ViacomCBS Networks CEE & GSA: "Katharina Rickers bringt genau die richtige Expertise mit, um unsere Anstrengungen im Bereich Branded Entertainment in Deutschland, Österreich und der Schweiz zusammenzuführen und bedeutend zu verstärken."
Katharina Rickers ist neue Director Advanced Marketing Solutions
ViacomCBS Networks GSA baut mehr Kompetenz für Branded Content und crossmediale Markenpartnerschaften auf. Katharina Rickers ist bei dem Unternehmen neue Director Advanced Marketing Solutions. Sie soll das neue Geschäftsfeld in enger Abstimmung mit den Markenteams und Sales-Partnern wie Visoon und Goldbach führen.
ViacomCBS Networks GSA verfolgt mit dem neuen Geschäftszweig zwei Ziele: Das Medienhaus will Branded Entertainment in Deutschland, Österreich und der Schweiz stärker zusammenzuführen und gleichzeitig ausbauen. Das ist ab jetzt die Aufgabe von Katharina Rickers. Die 38-Jährige soll unter anderem strategische Marketingpartnerschaften für die Zielgruppen Kinder, Jugendliche und junge Erwachsene über alle linearen und digitalen Kanäle sowie Events der Marken MTV, Nickelodeon und Comedy Central entwickeln.
Rickers berichtet an Till Weidemüller, Deputy GM, VP Finance & Ad Sales bei ViacomCBS Networks GSA. "Mit MTV, Nickelodeon und Comedy Central erreichen wir sehr erfolgreich junge Zielgruppen und bieten mit unseren Inhalten zahlreiche Möglichkeiten für plattformübergreifende, authentische Markeninszenierungen“, erklärt Mark Specht, General Manager & Executive Vice President ViacomCBS Networks CEE & GSA.
Rickers hatte zuletzt für Weber Shandwick gearbeitet. Als Associate Director Digital verantwortete sie standortübergreifend die Digitalabteilung von Weber Shandwick Germany. Zuvor arbeitete sie mehrere Jahre für die EndemolShine Group und war hier unter anderem für den Ausbau der internationalen Digitalagentur und Produktionsfirma EndemolShine Beyond in acht Territorien zuständig. Sie betreute in dieser Zeit Konzeption und Umsetzung von Digitalmarken wie Awesomeness TV ebenso wie die Entwicklung von Content-Strategien und Branded Entertainment für Kunden wie Coca-Cola, L'Oréal, Pizza Hut, Asos und Warner Music.
