China Construction Bank to sponsor TVB show

The package is not limited to title sponsorship, but includes online, print, recruitment of programme participants, and database sharing for advertisers’ own future marketing campaigns. According to TVB, the package is designed to offer the advertiser extra value.

The station has bought the game format of ‘Are you smarter than a fifth grader?’ from Fox Broadcasting. The 26-episode localised version is translated as ‘Is it really kid’s stuff?’ and will launch on TVB Jade on 25 October. The channel is recruiting schoolchildren as contenders to challenge a public figure or celebrity.

Ng Mei-ling, assistant vice-president, planning marketing communication, China Construction Bank (Asia), said: “This programme will reach our targeted groups, which are parents and children. It’s a very positive programme, which suits our branding idea ‘Drive today, fly tomorrow’.”

“In the past, advertising opportunities for advertisers would normally be limited to title sponsorship or feature sponsorship inside the programme. We hope this quiz show will create more exposure opportunities for clients to do marketing campaigns,” said Jordan Lau, head of strategic development, marketing and sales division, TVB.

TVB has got the client involved in the recruiting process for potential participating children on the shows, including joint database collection with parents’ consent. The bank is giving out various incentives such as book coupons or savings accounts for children to participate.

The media partner is OMD.