Description:
Be a knight, do it right!
Mike transports his viewers to the age of castles, dragons, trolls, and Vikings. The enthusiastic knight-in-training takes us along his adventurous way to be a master knight. As Mike’s father, the King, is always far, far away exploring distant countries, Mike is not only knight-in-training, but also the little protector of the Kingdom of Glendragon. With his keen mind and his great love of adventures help Mike to address and overcome any challenge. His dragon friends Sparkie and Squirt, and his trusty steed Galahad accompany him on his missions.
USP - Exciting, strange world of the Middle Ages combined with stories from preschool children’s everyday life
- Child in the lead role –> Mike as idol
- Comprehensive and highly detailed style guide in 3D and 2D provides ample opportunity to realize individual product worlds
- Broadcast on TV in 24 countries
Key elements:- Knighthood, missions, loyalty, friendship, responsibility, dedication, accomplishing tasks, strength of purpose
Tonality:- Inspiring, enthusiastic, captivating, charming, gallant, full of humour
Audience rating*:- Ø 54.5 % market share of children aged between 3 and 6
- Ø 60.8 % of boys aged between 3 and 6
- Ø 19.7 % of stay-at-home dads/moms with children aged 3 to 5
Marketing:- Two major campaigns in Jan/Mar 2013 and Nov/Dec 2013
- Mike the Knight on TOGGO Tour 2013
- Wide scope print activities for children and parents
- Direct mailings and activities for playschools
* AGF/GfK TV research, TV scope, media research UPER RTL, 05.11.-21.12.2012
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