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BBC Octonauts visit the Dockyard

Captain Barnacles and crew visit the Historic Dockyard Chatham to train the next generation of Octo-cadets.

BBC Octonauts visit the Dockyard

Captain Barnacles and crew visit the Historic Dockyard Chatham to train the next generation of Octo-cadets.

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Historic Dockyard Chatham

Advertising
Print marketing
Digital marketing
Environment design

The Historic Dockyard Chatham is a Historic Royal Navy warships and shipbuilding heritage museum. It is rated number one on trip advisor for days out in Kent.

The Dockyard had secured the rights to Silvergate media brand The Octonauts, to use for their summer campaign of fun. We don’t think you could get a more well-aligned brand for the Dockyard.

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The Challenge

Summer was fast approaching and they needed creative support on how to bring the Summer campaign to life.

There are very strict guidelines when working with global brands like The Octonauts. All creative had to be signed off by their marketing department in New York, so the Dockyard needed to partner with an agency that was experienced in this field.

Building in the time it took to create the work and send to America to sign off had to be factored in.

Securing the Octonauts brand meant the pressure was on to deliver a fantastic experience for all visitors to the Dockyard. Not delivering to the required level would have meant problems with Silvergate for not representing the brand properly but also poor engagement for The Historic Dockyard.

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The plan

Due to the nature of working with Silvergate, it was important to create a single hero image for advertising, one which people couldn’t miss, this then freed us up for more creative freedom with onsite activation.

This was a fantastic project to work on for the Dockyard. The idea the Dockyard had was, “Become an Octo-cadet’. There were a number of onsite elements which needed to be considered as well as the main hero advertising campaign image.

The Dockyard knew they wanted to create a number of activities across the site for families and children to enjoy as they spent the day at the dockyard.

We spent the day at the dockyard doing a site walk, documenting locations, and coming up with ideas and activities for each space. It was great fun, it’s always brilliant actually brainstorming ideas with a client, it doesn’t get any better.

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Once we agreed on all locations and activities we went back to the studio and got to work coming up with exciting ways we could bring the activities to life.

We created a series of location character cuts that signposted visitors to Octonauts activities across the site. In each location we came up with an activity for children and families to participate in, activities which hero the subject of the space they were in.

To tie all the activities together we create an ‘Octonauts Training Log’. It came as a fold-out sticker brochure with one side being a sovereign poster to take home. The log told the story of becoming an Octo cadet by helping the Octonauts across the site. Once participants completed an activity they were given a sticker to add to the log, once they had completed all stickers they could claim their Oct-cadet certificate.

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The results

The outcome of the campaign was great. The site became an Octonauts adventure, with the brand nicely visible across the site. Families and children shared their activities and experiences on social and having such a big brand at the dockyard attracted a wide and diverse audience.

We even took our own children for the day to see how it all went and I know for certain my boys absolutely loved it. They were very tired by the end of the day!

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"Throughout this process Anecdote have provide us with certainty and brought ideas to the table to maximise the campaign creative.

Rebecca Parker, Marketing Manager, Historic Dockyard Chatham

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