TIK TAK 2.0

ClientKETNET
Category A09. Promotional Content for Publishers and Networks
TitleTIK TAK 2.0
Product/ServiceTIK TAK (TELEVISION SHOW)
Entrant LUCY Brussels, BELGIUM
Idea Creation LUCY Brussels, BELGIUM
Media Placement LUCY Brussels, BELGIUM
Production LUCY Brussels, BELGIUM
Production 2 CAVIAR Brussels, BELGIUM
Production 3 KLANKWERK Gent, BELGIUM
Credits
Name Company Position
Iwein Vandevyver Lucy Creative Director
Laurent Dochy Lucy Strategic Director
Ruben Van Maldeghem Lucy Copywriter
Jonas Marysse Lucy Art Director
Jonas De Wit Lucy Director of Brand Management
Thomas Vuerinckx Lucy Account Manager

Why is this work relevant for Entertainment?

The Entertainment eurobest Award celebrates creativity that turns content into culture. This exactly what this campaign achieved we played with nostalgia and popular culture to get the attention of our audience in a new and creative way. Using modern marketing setups for the relaunch of a 32 years old kids television show. Entertainment all the way.

Background

Savvy marketer knows that if you play your cards right nostalgia can create a really strong bond between brand and consumer. But nostalgia-marketing can be tricky. The combination of emotional baggage and pre-existing memory structures can lead to an over protective reflex. Every change or adaptation can feel like a violation of the original and an attack on our personal past. Something Disney had to deal with after releasing the remake of The Lion King. A lot of fans felt they strayed away too much from the original. When Ketnet announced a remake of Tik Tak, 32 years after the original first episode aired, we decided not to give away too much information on what the new season would look like. A strategy that had the effect we wanted: take them back to their childhood and talk about what the new episodes would look like.

Describe the creative idea

To spice up the anticipation, excitement and buzz about Tik Tak 2.0 we asked 4 famous Belgian directors to give us their interpretation of Tik Tak. Adil El Arbi & Bilall Fallah (directors of Bad Boys for Life), Jan Verheyen and Lukas Dhont (winner of the camera d'or in cannes for his film Girl) became our filmfluencers. We made different trailers inspired their artistic interpretations and how each of them would direct the new season. Each of the filmfluencers were carefully selected so we would reach different target audiences: Adil & Bilall (Patser, Bad Boys 3) are known for their action movies. Lukas Dhont, the director ‘Girl’, has more of an Art House following. And Jan Verheyen makes popular comedies. This segmentation helped us to reach a broad audience with personally crafted content.

Describe the strategy

When Ketnet announced a remake of Tik Tak, 32 years after the original first episode aired, we decided not to give away too much information on what the new season would look like. A strategy that had the effect we wanted: take them back to their childhood and talk about what the new episodes would look like.

Describe the execution

After the teasing of the trailers on the social channels of the influencers, the campaign was quickly picked up by the larger Belgian media resulting in a second campaign spike. After that we continued our campaign with a more classic paid media setup: Facebook, Instagram and Youtube video. In the final part of the campaign we extended the mediamix with a radio & television.

Describe the outcome

During the campaign Tik Tak 2.0 was the talk of the town. The trailers our influencers shared had an average engagement rate of 28% (20% higher than the benchmarks 5,). This resulted in a lot of media coverage by our major newsmedia