TVO Media Education Group is launching a new campaign to show TVO’s value beyond TV.
The “Discover Your 2.tvO” campaign, created in partnership with Grey Canada, highlights TVO as an important and reliable source of digital information that Ontario citizens aged 25 to 45 can turn to. The creative promotes its different properties, including TVOkids, TVO Learn, TVO ILC, TVO Today and TVO Docs, with a modern, fun and relatable tone.
The campaign is supported by 30- and 15-second videos on TV and social media. It also includes digital ads, paid social media promotions and six-second videos. Media Experts handled media planning and buying.
Lara Barlow, TVO’s VP of impact, tells Media in Canada that they have chosen this media plan to reach Ontarians under 50 where they are most active: online and on social media.
“By leveraging OLV, Connected TV, social media, digital ads, and linear TV, we’re maximizing our reach of this target and ensuring that our content is visible and engaging. This multi-platform approach is designed to spark curiosity and drive exploration of TVO’s diverse offerings,” Barlow says. “By engaging them, we hope to foster a lifelong connection to TVO’s educational resources.”
Barlow notes that the team wanted to communicate that TVO is a valuable source of knowledge and ideas that can impact Canadians’ lives. They also hoped to address one of their main challenges, which is ensuring that young people recognize and appreciate the importance of its digital learning content, such as documentaries and podcasts, in a media landscape full of options.
“The creativity behind the campaign lies in showcasing personal transformation through curiosity by highlighting how TVO’s content can make individuals feel more informed, confident and interesting,” Grey executive creative director Sebastian Benitez tells Media in Canada. “The campaign presents TVO in a modern and humorous way to resonate with younger audiences and demonstrate the relevance and richness of TVO’s content.”
According to a TVO research, 25 to 45 year-olds feel more informed and interesting after consuming the brand’s content. However, the data showed that many of them are unaware of the breadth of the offering.
The campaign addresses that challenge, Barlow says. “The opportunity lies in leveraging our trusted reputation and high-quality content to attract and engage this demographic, demonstrating that TVO is relevant and beneficial to their personal and professional lives.”
The campaign is also an evolution of the brand positioning. While TVO remains committed to being a trusted educational resource, it is focusing more on the transformative impact its content can have on younger audiences and families, including newcomers. “It’s an evolution that brings a fresh, modern perspective to our long-standing mission,” says Barlow.
