JONNY QUEST

Positioning Document 3/9/95

WHY POSITION JONNY QUEST? Positioning is the process of defining what slot a product occupies in the public mind. We're about to bring out a new version of a classic cartoon adventure series. And we want to position it before it launches. You might ask, "Why position Jonny Quest? Can't we just put it out into the marketplace and let it position itself, find its own niche, its own audience?" Sure. That's how many shows come into the world. And a few even succeed. But if we put Jonny Quest through that ordeal, he would die.

You wouldn't want that to happen, would you?

THE FIRST STEP IS TO POSITION JONNY QUEST IN OUR OWN MINDS.
Positioning will help us • • • Determine what the series should be Further refine our audience target Determine how we should promote the series (e.g.; What kind of advertisements should we run, and where? What kind of promos should we make?) • Decide what kind of toy line should we develop • Determine who our marketing partners should be If we can do that now, we have a better chance of making Jonny Quest into a big hit. If we don't, there is a good chance it will fail, no matter how good the show is. So, let's begin with a simple question...

WHO WILL LIKE THE NEW JONNY QUEST?
The classic Jonny Quest originated the action/adventure cartoon genre, a style that has always appealed primarily to grade school kids. The new series will be following in that tradition. It therefore makes sense that we would aim Jonny Quest at kids. But wait! The new Jonny Quest will use groundbreaking animation and virtual reality, which will appeal to the MTV audience. And the new series will attract a following among baby boomers who have fond memories of the original series. Many of them will buy into the new look of Jonny Quest the same way fans of the campy 60s Batman series bought into Tim Burton's darker vision in the 80s. Our potential audience is huge: Kids 6 - 11 Adults who remember the original series Teenagers who appreciate the program's style Can't we market to all these groups at once? No. We have to pick a target.

WHO WILL BE OUR MAIN TARGET?
• The older end of the kids demo / 8-11 year old kids Our primary target will be kids who are on the verge of being teens...the "calm before the storm" They have just discovered music, sports, fashion They "aspire up" toward young-adulthood The adventures of Jonny, Jessie, Hadji and the others will be appealing to them as a "realistic fantasy" of what life might have in store for them Their younger brothers and sisters also "aspire up" -- to be like our target. Marketing to the older kids will bring the young kids along The baby boomers and the MTV audience will "find" Jonny Quest the way they found Ren & Stimpy TARGETING THE 8-11 YEAR OLD AUDIENCE WILL ULTIMATELY PULL OUR ENTIRE AUDIENCE IN.

YOU NOTICE WE SAY “KIDS”...
...and not “boys”. That’s because with the new Jonny Quest we’re attacking an old husband’s tale head on. Ratings show that girls like action/adventure shows, too. On average, the ratings split between boys and girls for action/adventure programs is 64%-36%. And the percentage of girl viewers is even higher--60%-40%-- for shows that feature • Empowered female characters (like Jessie) • Engrossing stories that don’t rely on gratuitous violence In other words, shows like Jonny Quest. So kids is our target, boys and girls. We just have to be sure that we don’t do anything to lose either gender.

Oh great -- We've just targeted the most competitive arena in today's overcrowded marketplace. Kids. How are we going to find a unique place in the minds of kids for a new action/adventure cartoon?

WHAT DO WE KNOW ABOUT KIDS AGE 8 - 11?
• They are being bombarded by entertainment and commercial messages. • Kids have more entertainment choices available today than ever before. Virtually all broadcast and cable outlets have established kids programming blocks Video games and CD-ROM are pulling kids away from television in big numbers

As a result, they are more sophisticated and savvy than ever before. They are the CD-ROM generation. They have an ease and familiarity with new technologies like computers, CD-ROM and virtual reality Today's kids are jaded, particularly the older end of the target demo. They have a strong "been there, done that" attitude...which works to our advantage They find many of today's action/adventure shows to be phony and predictable They want shows that entertainment them while respecting their intelligence They are looking for something fresh, something real -- the next evolution in action/adventure programming

WHO IS OUR COMPETITION?
Other action/adventure cartoons: X-Men Gargoyles Batman Marvel Action Hour Phantom 2040 Wild C.A.T.S. Mighty Max SWAT Kats Live-action shows: Mighty Morphin Power Rangers VR Troopers Video games: Mortal Kombat

WHAT DO KIDS THINK OF THESE SHOWS AND GAMES?
They like them. A lot. But our research has shown that they've been inundated with the same type of action/adventure programming and they're getting a little tired of the same old thing. They're ready for a new type of action/adventure cartoon experience. • Watching our competition is: • Experiencing heroics based on fantasy and magic Watching unrealistic heroes and villains Watching action that is non-aspirational and removed from every-day kid life Limited number of viewings Predictable outcomes

Watching Jonny Quest will be: Watching real kid heroes Seeing Jonny lead the ultimate kid life Adventure and danger based on experiences and technology that touch kids every day Numerous chances to watch the show Dependable excitement

HOW IS JONNY QUEST DIFFERENT FROM THESE SHOWS?
The word that sets us apart from all the competition is "real" • • X-Men are heroes, but they're mutants Mighty Morphin Power Rangers have to turn into robotic monsters to fight their enemies Mighty Max uses his cap as a magic porthole into a fantasy world Kids like the main characters in other action/adventure cartoons, but they could never BE them The stakes aren't as high in other cartoons because the danger isn't "real" • • Jonny, Jessie and Hadji are real heroes Jonny, Jessie and Hadji use their brains to battle their enemies The Quest team has fantasy based on real-life virtual reality technology Kids can relate to Jonny, Jessie and Hadji and can aspire to BE them The stakes are high in Jonny Quest because the adventures are realistic

• •

• •

IN OTHER WORDS...

Jonny Quest will make kids wonder

"what if that were me..."

And in that, we have just found our positioning statement for the new Jonny Quest...

JONNY QUEST IS REAL
• • • • • • • • • • Real adventures Real heroes Real danger Real technology Real kids Real characters Real friends Real excitement Real fantasy Real villains

And that suggests an executional approach. How about if we promote the show as...

THE REAL ADVENTURES OF JONNY QUEST

DOES "REAL" PAINT US INTO A CORNER?
No. "Real" is the boundary line that makes the game interesting. "Real" is our unique selling proposition. "Real" is the yardstick we use to make all our future decisions regarding the show. "Real" is real -- it comes from the show itself. "Real" is what our research told us kids actually thought about Jonny Quest.

IS "REAL" IN CONFLICT WITH THE VIRTUAL REALITY ASPECTS OF THE SHOW?
No more than sailing ships would have been in the time of Christopher Columbus. Virtual reality is a real technology that exists today, and nobody knows how far it will take us. Here's what our focus group kids had to say on the subject: • "There are infinite possibilities, yet its still realistic. You can have anything you want in reality and it still makes sense." • "Its realistic because in virtual reality there are no limits." virtual

With virtual reality, we can have our fantasy cake and eat it, too.

IS "REAL" REALLY IMPORTANT TO KIDS?
Again, listen to what our focus groups told us about the new Jonny Quest stories and characters: • • • • "Its something that could really happen and that makes it good." "Its action-packed and really thrilling to see a whole new different thing." "There's lots of real action -- enough for me!" "I really wanted to be in the story." danger and

• "I like how they have to use their minds to figure things out on their own to get out of beat the bad guys." • • • • • "This would be good as a movie. I wouldn't want to see only a half-hour." "Jonny seems bold and brave." "Jonny is the head of everything. For once children are in charge -- that's good!" "I want to be Jessie because she had an idea that solved the problem." "She (Jessie) is pretty and cool."

WILL WE REALLY BE ABLE TO PUT THE "REAL" POSITION OVER?
We'd better be able to... We will air Jonny Quest 21 times a week...more than any cartoon on television. We're creating a kids marketing machine across all Turner divisions to support the Quest initiative. We're creating a show that resonates with kids in the 90s. The new adventures of Jonny Quest will be watched. It will be talked about. It will be real.

In an age of special effects fantasy, gimmickry and cynicism, being "real" is revolutionary.

Kids the world over are hungry for some real adventure.
They're ready for...

THE REAL ADVENTURES OF JONNY QUEST
Coming at you from all directions in 1996. (Hold your breath!)

Sign up to vote on this title
UsefulNot useful