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Viacom's Nickelodeon channel has partnered in Asia with the Swedish home-furnishings store Ikea and Qoo, a juice brand, for an on-air and on-ground initiative called "Nick Takes Over Your Room."
Four Singaporean kids ages 7 to 14 will each have their bedrooms transformed into a TV studio, from which each will host his or her own TV special on Nickelodeon, starting Sept. 7.
The bedrooms will be redecorated with Ikea furniture and accessories as well as Qoo and Nickelodeon merchandise, some of which will be handed out as prizes for physical challenges taped during the show. As host for the day, the kids can also choose their favorite shows to be aired and interview friends and family on TV.
"The concept and campaign were created and developed by Nickelodeon," said Lucy Young, the channel's VP, marketing and communications, Asia/Pacific in Singapore. Interpublic Group of Cos.' Initiative Media negotiated Ikea's involvement and Qoo, marketed in Southeast Asia by the Coke-owned bottling operation F&N Coca-Cola, was signed up through WPP Group's Mediaedge: cia, Singapore.
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The financial terms of the deal were not disclosed, but it includes on- and off-air sponsorship of the four-part special, as well as tune-in and contest solicitation promotional spots and teasers. The marketing campaign includes print ads, promotional spots airing on in-store TV monitors at Ikea's Singapore store, point-of-purchase and displays at supermarkets and convenience stores where Qoo is sold and other materials such as door hangers.
All four winners live in Singapore, but the two-hour, four-part series will also air in Malaysia, Indonesia, South Korea and New Zealand. Nickelodeon hopes to expand the series to other key markets in 2004.
"We definitely hope to replicate it in Asia [and] our Europe, Latin America and U.S. counterparts are very interested in replicating it in their markets and [are] currently reviewing it," said Young. "In Singapore, we are optimistic that this campaign will be very successful and will absolutely look at continuing it here as well."
