DFGW develops CBBC promotion

The BBC has launched a multimedia campaign to promote its children's digital television channel CBBC, through DFGW.

The television, outdoor and press campaign targets CBBC's core audience of six- to 12-year-olds and is designed to introduce them to CBBC programmes.

The television trails, which will be shown on BBC channels, show two children sitting bored in a traffic jam. They look at each other, their necks appear to elongate and they are then bombarded with images of CBBC programmes.

The trails then go on to show, through a mixture of action and animation, various CBBC programmes such as Smile, Blue Peter and Dick and Dom in Da Bungalow.

The children also encounter CBBC presenters and talent including Fearne Cotton, Angelica Bell and Girls Aloud.

"This was an opportunity for us to present a crazy and entertaining world full of great programmes that they're really into," Dave Waters, the creative director at DFGW, explained.

The whole campaign, on and off the air, features the endline: "CBBC. Where your head's at."

The ads were written and art directed by Joanna Perry and Damon Trofth.

They were directed by Tom Gravestock through Passion Films and produced by Sam Allison at BBC Broadcast.

"We are really pleased with the trails, which we feel communicate CBBC's ability to get inside kids' heads and understand what they really want," Naomi Gibney, the head of children's marketing at the BBC, said.

The BBC's two digital children's channels - CBBC and CBeebies - have proved to be controversial among rival broadcasters as they launched into a market that is already well-served by children's channels including The Cartoon Network, Fox Kids, Trouble and Nickelodeon.

The managing director of Disney's branded TV channels, Paul Robinson, was so incensed by the BBC's channels that he wrote to the culture secretary, Tessa Jowell, demanding clarification of their public service remit.

The two BBC offerings have a combined budget of £40 million, but CBeebies, targeted at pre-school children, has been more successful than CBBC.

According to Barb, CBBC attracted just a 1.29 per cent share of children's viewing in multi-channel homes in the first five months of 2003.