Boomerang

By Flo Sayers

We created the global positioning for Boomerang – helping take it from a support channel for Cartoon Network, to a future-proof flagship brand for younger kids.

Through Cartoon Network, Turner Entertainment has been one of the leading voices in kids’ entertainment for over two decades. But in recent years the tide has been changing, with new media like YouTube and Netflix giving kids way less of a reason to watch linear (normal) TV.

In order to turn around declining ratings, Turner needed to raise the profile of, and capture a larger, yet more targeted audience for Cartoon Network’s sister channel Boomerang.

Boomerang had originally been an outlet for Turner’s archival content (which includes classics like Tom & Jerry and Scooby Doo), but in order to make the brand relevant we needed to find a credible reason as to why 21st century iKids would forgo Minecraft or Joe Vloggs to watch cartoons on Boomerang.

We undertook copious amounts of desk-research, watched a hell-of-a-lot-of the crazy, weird stuff kids watch these days, and fed all of this into workshop attended by 20 or so cartoon enthusiasts (aka Boomerang stakeholders), leveraging the collective creative genius in attendance to create a role for Boomerang that all-but guarantees your grandchildren’s grandchildren will be engaging with the brand in however many hundreds of years.

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