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Report – Case Study 2: What’s the Hook?

Posted on: Friday 17 November 2017 2:31pm by Helen Dugdale

What happens to your series once it’s been signed sealed and delivered to a broadcaster? The panel used the phenomenal success of the ‘Go Jetters’ as a case study.

Moderator: Westley Woods

Speakers:

Tim Jones, Creative Director for BBC Creative
Kate Fawcett, Marketing Exec, BBC Marketing and Audiences
Adam Redfern, Series Producer, ‘Go Jetters’

Takeaways:

  • Make sure you create a back-story to your series, you don’t have to use it straight away, keep it on the back burner.
  • BBC Creative brings all marketing in-house and makes it easier for all aspects of the team to work together to make stronger propositions.
  • Go-Jetters is a co-production with the BBC Worldwide. It’s one of their biggest commercial products and a flagship brand for CBeebies.

Adam Redfern:

  • The first Go Jetters series went really well and both kids and parents loved it. We’ve rolled it out around the world and it got top ratings.
  • We faced big challenges on how to keep it fresh for Series 2.
  • The characters go around the world visiting different countries and cities. Our opening credits references training at the ‘Go Jetter Academy’, but we didn’t use this for the first 52 episodes.
  • We spoke to children about the show and the characters. Many of our viewers didn’t know the characters individually, instead, they just knew them as a team of heroes together.
  • In Series 2, we’ve developed the characters facial expressions, so kids get to know each of the characters.
  • When talking to a preschool audience – we use a dual-layered approach, as parents watch with them.
  • When we created a trailer for Series 2 we wanted something that could tap into other BBC property, so we made a trailer using the power of Blue Plant II.
  • ‘Go Jetters’ is ‘the A-Team’ for the Pre-school market.
  • There are multi-ways of selling the same IP.

Kate Fawcett:

  • The marketing campaign built up excitement for both the new series and inspired people to re-watch the first series.
  • We wanted to make a series that was bigger and better than anything before.
  • Originally, we set out to make one trailer – but we used an ACDC track that we couldn’t get clearance on for BBC Worldwide use. So, instead, we used it for the UK trailer.
  • We produced a trailer for BBC1/BBC2, for the second series, which featured Uber Corn appearing on ‘Mastermind’ and an animated John Humphries, in ‘Go Jetters’ style! It was a social media success and attracted half a million viewers.

Tim Jones:

  • The launch of BBC Creative brings all the marketing in-house. Meaning we maintain creative quality and build partnerships. Everyone is working together on the same thing at the same time.
  • It’s getting harder to sell to children, they skip the trailers/junctions.
  • No matter what job you do at the BBC you have a public responsibility to the audience to reinvent the BBC for the new and younger audience.
  • There is a huge gap in TV content for 12-16-year-olds and this needs to be filled. Most popular programme for 12-16-year-olds is ‘Peaky Blinders’.
Helen Dugdale

About the author

Helen Dugdale

Scribble, Writer/PR Consultant

Helen is founder of Scribble the little, but mighty PR and writing agency based in Altrincham. She has over 18 years experience writing for and promoting events and brands aimed at children and families. Helen has written and created content for children’s books, educational resources, TV and radio and (fun!) corporate literature.… Read more

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