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Ubisoft’s Rabbids turn back Teletoon’s clocks

Ubisoft is looking to charm Canadian kidnet Teletoon's fan base with a cute new campaign promoting its Rabbids franchise.
November 23, 2010

Ubisoft is looking to charm Canadian kidnet Teletoon’s fan base with a cute new campaign promoting its Rabbids franchise.

The gamemaker this week launched a cross-platform advertising campaign with Teletoon in support of its latest Rabbids game for Nintendo Wii.

The Rabbids are a cast of quirky-looking animated characters developed by Ubisoft that star in a series of games. The latest game, Raving Rabbids: Travel in Time, sees the characters going to different eras via a magical washing machine.

With media handled by ZenithOptimedia in Toronto, the campaign’s broadcast plan includes 15-second ads, billboards and lower-thirds on Teletoon. The 15-second ads are a bit sneaky, first promoting Marblemedia’s Skatoony, which airs on Teletoon on Thursdays at 6:30 p.m. The spots, however, will feature the wrong time for Skatoony, and then a Rabbid will pop on the screen and fix it so it shows the right time. On-air billboards will also promote Rabbids figurines, and lower-thirds will promote the show on Teletoon and Teletoon Retro.

The campaign extends online with Rabbids wallpaper on Teletoon.com and run of display ads (leaderboard, skyscraper, big-box), as well as a microsite streaming a promotional clip for the game. The microsite also features the line of Rabbids figurines, which can be purchased by clicking through to the Ubisoft site.

The campaign runs until December 20.

From Media in Canada.

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