The campaign will coincide with the release of the fourth issue of Ruby Loves and will be backed up by a major POS (point of sale) push in supermarkets and high street retailers.
From Friday 21st June, a 20-second spot will run across CiTV, Nickelodeon, Cartoon Network, Pop Girl, Boomerang and Pop and will be complemented by two online virals. Created to encourage audience engagement, the virals will be available to share via the Ruby Loves YouTube channel and social networking streams.
Ruby Loves Editor-in-Chief Maria T. Welch said, “We are delighted to be launching a TV advertising campaign for Ruby Loves. Aimed at girls who like to make, bake and create, Ruby Loves is already inspiring creativity and encouraging girls to achieve by creating crafts for themselves and others. The TV advert’s potent mix of animation and live action captures all the fun and creative elements of Ruby Loves.”
DC Thomson Marketing Manager Cathy Frossard said, “The advert and virals, by Scottish creative agency Jump, were filmed using Stop Animation, one of the hottest styles of the moment. It’s perfect for reflecting the brand’s values and engaging the Ruby Loves audience. This multi-channel campaign will provide key support to Ruby Loves over the important summer selling period and shows DC Thomson’s commitment to supporting the brand.”
She added, “Previous TV campaigns created by DC Thomson, for titles such as The Beano and The People’s Friend, have been hugely successful and we hope to replicate this success with the Ruby Loves campaign.”
