Turtley awesome!

To launch the new animated TV series of Teenage Mutant Ninja Turtles for Nickelodeon we decided to celebrate the cheeky personality of the Turtles by playing on their Renaissance artist namesakes – Michelangelo, Leonardo de Vinci, Raphael and Donatello.  We decided to look at how culturally aware Brits actually are and to see if men growing up with the Turtles were more au fait with Art than others and then partnered with comedian and artist, Joe Pascale to help bring this to life.  The campaign helped deliver a 12% increase in awareness of the new series with 89% of coverage promoting the new series and 13m opportunities for people to see or hear about the campaign.  Interestingly, the campaign revealed that whilst a quarter of Brits consider themselves culture vultures, in reality, we confuse Caravaggio with a frothy coffee, Renoir with a French car manufacturer and Matisse with a brand of dry hair shampoo! However, Turtle fans were more able to name the Renaissance artists than others, and the TV Turtle character Donatello is more well known than the original Italian sculptor. Great media fodder…

To bring this to life and re-engage the nation with renaissance art, we challenged Turtles fan, Joe Pasquale (who happens to been a fantastic artist as well as a comedian) to re-create classic masterpieces – but with a Turtle twist.  We displayed them outside the National Gallery, home to the largest collection of Renaissance art, and are currently auctioning them on ebay for charity. Cheeky? We thought so.

Great video footage was a must, so we set up shots of Jo painting at the quirky art exhibition and posted it on youtube, Vimeo and seeded it to all relevant online media including Buzzfeed, Digital Spy, Virgin Media etc.

The results?
• In the space of one week we secured 20 pieces of coverage including Daily Mirror, Daily Star, Buzzfeed, Digital Spy, Sorted Magazine and London Live.
• The coverage and social media buzz around the campaign created 13 million opportunities to hear or see campaign messaging in media that was spot on for the target audience of dads and latent Turtles fans
• After our campaign, 31% of people were aware of the launch of the new series of Teenage Mutant Ninja Turtles, compared with 19% before the campaign, an uplift of 12%

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