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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?"
want that
to happen,
would you?
THE FIRST STEP IS TO POSITION JONNY QUEST
IN OUR OWN MINDS.
Positioning will help us
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.
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.
Kids 6 - 11
Adults who remember the original series
Teenagers who appreciate the program's style
- 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.
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
- 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?
X-Men
Gargoyles
Batman
Marvel Action Hour
Phantom 2040
Wild C.A.T.S.
Mighty Max
SWAT Kats
Live-action shows:
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.
The word that sets us apart from all the competition is "real"
• X-Men are heroes, but they're mutants • Jonny, Jessie and Hadji are real heroes
• Mighty Morphin Power Rangers have • Jonny, Jessie and Hadji use their brains
to turn into robotic monsters to fight to battle their enemies
their enemies
• Mighty Max uses his cap as a magic • The Quest team has fantasy based on
porthole into a fantasy world real-life virtual reality technology
• Kids like the main characters in other • Kids can relate to Jonny, Jessie and
action/adventure cartoons, but they Hadji and can aspire to BE them
could never BE them
• The stakes aren't as high in other cartoons • The stakes are high in Jonny Quest
because the danger isn't "real" because the adventures are realistic
IN OTHER WORDS...
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 virtual
reality and it still makes sense."
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."
• "I like how they have to use their minds to figure things out on their own to get out of danger and
beat the bad guys."
• "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."
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,
are hungry
OF JONNY QUEST