For the programme Vloglab an integration (production assistance) with the theme Back 2 School was chosen. This concerns 5 items and a sponsorship programme (billboards and trailer tags). The Vloglab people also wore JBC clothing and the letter sweater.
In addition, there was a jingle with a call to action for the letter sweater, on VTM KIDS, Nickelodeon and VTM.
On the VTM and Kids channels a call spot with the Rookies and a JBC tag of the letter sweater was shown. Furthermore, branded content with the Rookies was shown on VTM KIDS, Nickelodeon and Disney Channel (and VTM). Four reports were made about JBC, which were linked to the B2S context. The reports focused on stationary, socks, the letter sweater and the BESTies collection.
For VTM KIDS and VTM an after-jingle was provided with a link to the general Back 2 School collection.
As regards printed matter, a classic spread about the letter sweater was published in Goed Gevoel KIDS and Nina (1/9). In the Nina issues in September we also showed the Katia Retsin collection with her kids and classic integrations/pages.