The partnership, launched on Friday October 26th, will see nine different pieces of Channel Mum influencer content run on Clear Channel digital screens in shopping malls across the UK.
The series, which airs on Nick Jr. features twin genies-in-training, Shimmer and Shine, who grant wishes for their human best friend, Leah.
The campaign features leading mum influencers performing the iconic Shimmer and Shine ‘Genie Dance’ from the show with their kids in content designed to reflect the programme’s content and style.
The upbeat content features a diverse mix of 10 different mums from around the UK and the digital screens will be running full motion video to maximise audience engagement and stand out.
Content will also be tailored to feature mum influencers in malls in their home regions, where many are already local celebrities.
Shimmer and Shine
The campaign will run during the half term break across two weeks between October 26th and November 4th 2018, leading up to brand-new episodes Shimmer and Shine, starting Monday 5th November 2018 at 6:30pm (same day encore at 9:00pm) on Nick Jr. UK & Ireland.
Shimmer and Shine are back with brand new episodes! Tune in to Nick Jr. every weekday at 6.30pm to meet their new friends, the Zahracorns, who fly them away on amazing and magical adventures.
And that’s not all, you’ve also got a chance to win your very own Zahracorn toy. All you need to do is watch Nick Jr. every day and see which Shimmer and Shine character pops up! Simply spot which character appears on TV, then match it to the A, B, C options below. There’s 1 x toy up for grabs every day, so keep watching! Visit http://www.nickjr.co.uk/shimmerwin to enter and for more information about this awesome Nick Jr. competition!
“Nick Jr. is thrilled to partner with Clear Channel and Channel Mum on a media first out of home initiative that captures a fun, playful moment between mums and their kids," Virginia Monaghan, Vice President, Creative, Marketing and Communications, Nickelodeon UK and Ireland told Prolific North. “The campaign and associated content is something which will resonate with the entire family.”
Sarah Harte, Media Director, PHD, added: “This partnership has allowed us to use digital OOH as a social screen to capture the playful essence of Shimmer & Shine in a unique way – inviting Channel Mum’s network of mums to take on the genie dance has put families having fun together at the heart of our OOH campaign.”
Viacom International Media Networks (VIMN), the owner of Nickelodeon and Nick Jr., appointed PHD as its UK media agency in 2016.
More Nick: Celebrate Christmas at with a visit to the Nicktoons Grotto at Nickelodeon Land UK!
Originally published: Monday, October 29, 2018.
Additional source: Digiguide.
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