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PBS

Super WHY!

Client

PBS

Challenge

Introduce the show and characters to moms who are inundated with advertising messages on a daily basis, and are very skeptical of all advertising.

Insight

There is one place which shares the same values of the Super WHY! program - educational, promoting literary and a safe environment for kids - and that’s libraries.

Solution

Use libraries as the cornerstone to our plan to reach moms in a kid-safe and educational environment. We created reading packs and distributed them in 3,000 libraries nation-wide. The packs, which were distributed to beginner readers, contained reading charts, bookmarks and stickers.

Result

  • Increased Buzz in the trade and parenting marketplaces both preceding and following the debut of the series. Local premiere ratings within the paid media markets peaked at 6.7.

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