[Johannesburg, SA], Cartoon Network Africa, the number one kids’ channel on the continent and successful brand of Turner International, received the thumbs up from PromaxBDA Africa with the recent award of a Promax Silver for its CN April Fools’ campaign in the Best Entertainment Campaign category.
PromaxBDA leads the international conversation about the role that marketing plays in the monetization of media and represents more than 10 000 companies and individuals in the media and media marketing sphere. Cartoon Network’s on-air prank campaign, dubbed ‘The Biggest Event in the Universe’, teased fans with promos and an invitation to tune in to their favourite channel at 11:45 CAT on April the 1st. The team behind the scenes fueled curiosity with programming promos and idents filled with jokes and deliberate misinformation.
The campaign kept everyone glued to their screens, with a total of 121 539 kids, between the ages of four and 14, tuning in for the ‘event’. Proving their unwavering loyalty to the channel, audiences continued to grow closer to the airing of the ‘event’ and despite the ‘event’ turning out to be fake, die-hard fans weren’t deterred as the audience ratings surprisingly increased during the ‘event’ itself.
“It is quite an honor to win in a traditionally general entertainment dominated category with a kids’ brand, and once again shows the constant creative mind our internal teams offer to our imaginative and fun channel”, says Jaime Ondarza, Senior Vice President for Turner Southern Europe & Africa.
After being pranked, the viewers were finally given a treat with 30 seconds of super funny gags from Cartoon Network’s best pranksters, Darwin & Gumball!