Chapter One
Once upon a time, in a television studio not so far away, a legendary children’s programme was born. Its name was Jackanory. First broadcast in 1965, Jackanory helped to encourage literacy amongst the young for 30 years and, after a 10 year break, the legendary show returned in 2006.

Chapter Two
Our task was to introduce Jackanory to a new audience, plucking their tiny thumbs from their Playstations with imaginative and compelling storytelling. Jackanory was no longer a passive, listening experience. It was interactive, it was thrilling and it could take you anywhere.

We approached the promotional campaign in a way that completely mirrored this very contemporary message. Rather than starting and ending with TV promotion, the central campaign idea of ‘No one tells a story like Jackanory’ was considered from every relevant perspective – print, TV, mobile, radio, and web.

Online, there was a Jackanory microsite, where you could enter the interactive world of two magical stories. By clicking on characters, you could view promos and download screensavers and wallpaper for both PC and mobile. There were also banner ads for bbc.co.uk and external sites that led through to the microsite.

There was print, in the form of 120,000 postcards distributed in schools across the UK.

And back in the land of traditional broadcast, there were radio spots and TV promos. The TV spots were very grand, displaying the enchanting interaction between storyteller and CGI action that was present in the new programme.

Epilogue
Now our story’s at an end. On happy ratings you can depend. In that timeslot, for the 7-11s, the year’s best figures were marketing heaven. 57% of available adults was also no mean feat, But it’s some words from a viewer that makes our success complete.

“I loved Jackanory, it was class. I'm going to ask for the Muddle Earth books for Christmas now!!!!” - Princess131 (CBBC message board)