www.simplify360.com

Stage 3

HaveYourSay

Team Name: ICONOCLASTSName of first member: KARISHMA MALPANICollege Name: SIMC, PUNE

Name of second member: NANDITA DEOGHARIACollege Name: SIMC, PUNE

Cobby is here !!

Unravelling the mystery

Who is Cobby ?

Cobby is a Red Panda who speaks in the tone of a chipmunk.

He is intelligent and smart and is a detective by profession.

Though Cobby prefers to stay alone but he always lends a shoulder when others need his help.

Cobby is a “Ray Of Hope” for the people when they are in trouble and even for the police when they are not able to solve a case.

Once he solves the case, his only fees is a bunch of bamboo shoots

Cobby also has an assistant, a cute red panda called Cherrie.

Objectives

To identify the target group

To make people connect with Cobby’s character. People should perceive him as more than just an animated character.

To find channels where online conversations and stories centred around Cobby could be published that create a buzz and engage the audience. Stories should highlight his wit, intelligence , courage, honesty, selflessness and make him more human.

Research ideas

K

ids

6-12

yearsTe

en

s 13-19 years

You

ng

ste rs19-25

years

•Study of media consumption of Kids, teens, youngsters and parents.•Study of other cartoon characters which are popular among the target group.•Study of “Winnie the pooh” and understand his strength and weaknesses.•Research on how various tools of social media can be used to generate interest for TV content.•Research on how children get influenced by social media.

Target Group:

Building the legend For each section of our target group ,Cobby will represent something else :

KID

S

• Since parents monitor most of what their kids watch at this age, Cobby will come across as a character who can teach and guide their kids

• A helpful and responsible character

• Someone who always follows the right path

• Kids will see him as a playmate who is extremely unique due to his colour and chipmunk voice

TE

EN

S

• Teens should see Cobby as a role model

• A hero who fights villains the world with his wit and intelligence

• Someone who is both smart and strong

• Someone who is courageous

• Someone who always does the right thing

YOU

NG

STE

RS

• For this group, cobby can be a character who rebels against injustices and wrongs done to people and helps them by solving cases for them.

• An interesting character who thinks logically and has a unique perspective on everything

Channels for Buzz Creation

• Digital: Google, Facebook, Youtube, Twitter• Print: Comic strips, Newspapers.• OOH (out of home): Gardens, Schools, Shopping malls, Theme parks.

Digital

Digital medium would be focused on the TG of 13-25 yrs of age. Facebook completely dominates social media use among teens and youngsters. Digital promotions would be focused on three social media sites- Facebook, Twitter

and Youtube.

Facebook & Twitter

Creating separate Cobby page on Facebook and Twitter. “Chance to be Cobby’s partner”- Help Cobby solve the mystery and get a

chance to be his partner.(TG:13-25yrs) Run a Facebook and twitter campaign #IAMCOBBY’SPARTNER. Some puzzling questions could be asked on the Twitter and the Facebook page

of Cobby and teens and youngsters would be asked to post or tweet their answers with the hasgtag # IAMCOBBY’SPARTNER.

Winners would be rewarded with Cobby goddies and hampers. Trending on twitter would also help to create a buzz around Cobby.

Youtube

Creating a Youtube Cobby channel.

Trailers or snippets would be uploaded on Youtube.

To make sure that when people search for animated cartoon characters Cobby would pop up in the recommendation section of Youtube.

Print

Print media can have strategically placed teaser ads featuring Cobby which over the period of two months gradually (day by day) reveal who Cobby is and what are his characteristics. This would help in creating an aura of curiosity around Cobby.

Comic strips about Cobby and his investigative escapades could be featured weekly in newspapers to make readers familiar with Cobby.

Other channels

Teaming up with several schools and conducting treasure hunts or competitions involving puzzles for kids and awarding the winners with Cobby goodies and hampers.

People would dress up as cobby and policeman in theme parks and incorporate kids in solving cases in the park.

Cobby could also be taken to the Comic-Cons that happen in the country as they have become very popular with the youth and Cobby’s presence there would definitely generate public interest.

Cobby cut outs would be placed in malls and people would be asked to click pictures with Cobby and then post them on Facebook and twitter to get prizes.

Create the Cobby phenomenon and set the country buzzing…..

Thank you