The team was tasked to launch a new season of a well-established long running animated TV series – Ben 10, a show that was showing signs of fatigue. We had to reinvigorate existing young fans around the franchise and introduce it to a new and younger audience that is busy and hard to reach.

The campaign had to:

1. Speak to kids (plurals) aged 9-14 years, an extremely difficult group to reach who are known to be busy with school, homework, tuition classes, sports and other extra-curricular activities. They are also highly protected by parents.

2. Raise viewership of Cartoon Network in key markets of Singapore, Malaysia, Philippines and Australia to be amongst the top 3 channels in its genre.

3. Make the new season of Ben 10 one of the top 3 rating shows in its timeslot

4. Increase Cartoon Network Asia’s web traffic and unique visitors by 20%.

Cartoon Network issued a call for help via a Facebook Live broadcast, asking fans to help Ben as he prepared to take on Vilgax in a final show down. To do this, Ben had to first Omni-enhance his aliens.

Over 10 days, Children were asked to participate in daily challenges, each of which was themed by a selected alien. The challenge required participants to work together to complete, and once done, the new Omni-enhanced alien was released. To further give children the ability to control the campaign outcome, they were also able to vote for the alien that they wanted to see help Ben in his final battle. The top three aliens from the poll were eventually picked and featured in a stop animation battle launched exclusively on Facebook canvas. This led the story line back into the launch of a new season on the TV channel.