LM interviewed with Ilaria Rossi, Director of Licensing, Turner Italy and Boing Spa, to learn more about the strategy behind the success in Italy of the new Ben 10 tv series.
LM. One of Turner’s main focus in 2017 was definitely the great return of Ben10. What can you tell us about TV programming and TV launch on Boing?
IR. Ben 10 was launched on Boing on September 18th, with a preview in June and above all by a massive on-air promotion campaign. Even two months after the launch, Ben 10 has been the most watched show in its slot (19.30-19.50) among all the TV series on air on kids’ channels (pay and free).
In just 40 days of programming Ben 10 has been watched by 2.2 million kids and over 5.7 million individual contacts (14+). Its best performance is 190K AMR with 14% KIDS share and 328K AMR with 1.9% individual share points.
A result amplified by the launch, on October 9, of Ben 10 “The Challenge”: it is an absolute novelty for the launch of this property.
Ben 10 and “Ben 10 Challenge” were the most popular shows on Boing in back to school period.
From September through December, we launch a total of 40 new episodes on Boing, divided into two slots, so we can focus the communication campaign in mid-November with the launch of the new episodes that will be aired in December in the kids’ maximum audience slot for kids 4 -8 years old.
LM. To support the property you have planned many outdoor campaigns. Which can you point out in particular?
IR. Investing on an out-of-channel communication while being a powerful medium for ourselves is just one of the examples of Turner’s focus to ensure merchandising success.
We did a dynamic campaign on trams, buses and subways in September in Milan and Rome.
Moreover, from December 6th to Epiphany we will make a cinema campaign promoting Ben 10 series headed Christmas movies for children and families, reaching over 500,000 contacts.
LM. By now retail is increasingly central in any licensing strategy. What did you expect about Ben 10?
IR. In addition to the retail truck tour, we have planned a campaign with Toy Center through the distribution of 50,000 gadgets, live promotions in Carrefour and retail activation in Finiper to stimulate the toy sell out at Christmas, in collaboration with Giochi Preziosi.
Thanks to the forthcoming launches such as the Ben 10 lines of Clementoni, Panini, Mondo, Dino Bikes, SunCity, Commerciale Campana, we will finalize a massive multi-retail activity in 2018, but I do not want to anticipate too much.
LM. A very intense year is almost over and everybody is projected on 2018. What are your expectations on Ben 10 for next year?
IR. Ben 10 will grow in terms of audience and shelf space. 2017 saw only the launch of the Master Toy and Videogame, but in 2018 we have a monthly roll out of new products, supported by investment on air and digital campaigns.
On the programming side, February will come up with Boing’s new “Ben 10 Challenge” and in March a preview of the new series.
Finally, we will be in front of schools and kindergartens for a sampling campaign that will enhance further awareness on the property. We continue in the implementation of the 360° strategy, setting ourselves with dedication and enthusiasm: a good teamwork together with all licensees on board and with those who will arrive soon.