Nickelodeon mounts first brand campaign in Brazil

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MIAMI--Nickelodeon Latin America is launching its first imagecampaign in Sao Paolo. Breaking March 12 on broadcast TV, the campaign, created by J. Walter Thompson Co., aims to introduce Nickelodeon as a channel for 5- to 14-year-olds. Since its 1997 launch, the channel's marketing has been event-driven.

Nickelodeon Brasil reaches 1.5 million cable and satellite homes. A separate Brazil feed was introduced in August 1998.

Nickelodeon opted to concentrate on Sao Paolo, home to 21 million and the country's largest potential pool of pay-TV homes. The campaign runs until June.

"Even if they don't have it, we want them to be aware of what it is," says VP-Marketing and Communications Valerie McCarty.

TV spots will air on the top three broadcasters -- Globo, SBT and Record. Starting March 15, the campaign expands to bus backs, bus windows and outdoor boards.

JWT's creative work is based on research which found that Brazilian children complain the channel's name is hard to pronounce.

The campaign revolves around a slogan, "se nicka nessa," a play on the popular kids' saying, "se liga nessa," which translates as "get with it."

In the TV spots, kids sing, dance and play with Nickelodeon series' actors and animated characters to a "se nicka nessa" jingle.

As well as creative work, JWT also designed the media plan and handled the media buy negotiations on behalf of the channel.

Copyright March 2000, Crain Communications Inc.

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