TV channel TLC is using an emoji language on and off air to communicate with its viewers, as part of a new “OMG with heart” campaign created by award winning promotional agency tpf.
Building on two of TLC’s core values – surprise and emotion – a new online hub enables consumers to create their own memes using content from the channel’s flagship programmes.
From Cake Boss and Say Yes To The Dress, to Two in a Million and Single Dad Seeking, the campaign spans Discovery Networks CEEMEA (Central and Eastern Europe, Middle East and Africa) territories as part of a new look for the channel.
The #ExpressYourTLC hub features 16 emojis designed by TLC, ranging from LOL and OMG to Cringe and Fist Bump. Users select whichever emoji reflects their current mood, and then pair it with a relevant animated GIF from TLC’s popular shows, before adding text from one of four options, all starting “That moment when…”. The options vary from humorous “…When no one realises it was you who farted” for the Phew meme, to heartfelt: “…When your bestie knows how to cheer you up after a bad day” for the Love meme.
tpf has also developed a manual to guide TLC’s CEEMEA territories through the website build process to create individual regional versions of the website, translated into the local language.
Julie Dervin, Director of Digital, Discovery Networks CEEMEA, said: “We believe that emojis are the perfect language for expressing and elevating the wide-ranging emotions and characters of our TLC show, with a tone that is witty, warm and heartfelt. tpf have built a great website which is easy to use and allows users to share a funny and light-hearted meme, which will help us showcase the diversity of the channel’s content and real life characters.”
Commenting on the campaign, Nick Goodmaker, Director, tpf, added: “TLC is all about having fun, enjoying life and embracing whatever it throws at you. Our concept for the meme generator really helps transport that ethos from the shows to the web. The great content on TLC sits perfectly online – it’s engaging, shareable and fun, and the #ExpressYourTLC site brings it to life.”
The project is tpf’s latest work with Discovery Network’s portfolio of channels, following two integrated digital, marketing and PR campaigns for documentaries featuring extreme adventurer Sean Conway’s epic, country-spanning challenges.
tpf is an independent agency specialising in promotions, publicity and digital marketing in TV, entertainment and sport.