W@=D@ is a cross-media cross-cultural children’s edutainment project by SANCTA. In 4x4x25' docufiction TV-shows 2 cultural adventurers search for understanding of 4 objects of cultural significance in Mexico, Mali, India and China. W@=D@ consisted of a weekly docufiction TV-show, an online platform, a theatre play, a print magazine, school packages and city sculptures, … The project’s multipartner set-up engaged 4 major national media groups. Return on investment: “difficult” cultural and educational content turned into acclaimed edutainment during 4 years of cross media market presence, incl. 40% TV market share, 1.500 daily views of online clips, 80.000 print magazine copies in 4 editions, WOM among parents, … + lots of earned media attention… turning the world’s most frequently asked question into a brand.

1. A cross media project onworld cultures

2. W@=D@?

3. W@=D@?

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13. d@ is… A cross media projectonworld cultures

14. [1ste FILMPJE]

15. Figures?

16. 4x4X25 MINUTES W@+d@ TV SHOW

17. 1.500 DAILY VIEWS OF ONLINE CLIPS

18. ∞? Schools using w@=D@

19. 4 4 Theater events Culturaltraditions 4 4 major nationalmedia GROUPS MONTHS DIGITAL PLATFORM

20. 40% TV MARKET SHARE

21. 80.000 W@D@ PRINT MAGAZINE COPIES IN 4 EDITIONS

22. ∞? PARENTS sharingthe w@=D@ experience

23. 4 YEARS OF CROSS MEDIA MARKET PRESENCE(°4 monthsoriginal ‘campaign’)

24. 2 First classactorS…

27. w@=D@ EXPLORES THE CULTURAL EXPERIENCE OF non-western traditions

28. CHALLENGES?

29. HOW TO getyoungstersto cheerfor “difficult” &EDUCATIONAL cultural content?

30. “EDUCATE them” “ENTERTAIN us!”

31. HOW TO TURN THE WORLD’smost frequentlyaskedquestioninto a brand?

32. i. VISION: “Culture is not a socialchallenge.it’s a source of differentiation”

33. II. MISSION: “W@=D@ wants to inspire a wide audience by exploring the richness and diversity of world cultures in an entertaining and comparative way.”

34. III. FOCUS : ROUTINE, fundamental(not: EXOTIC / EXTRAORDINARY)

35. 4 >> FOCUS: Culturalicons

37. Mali:Mask / Dancing

38. India:Idol (Ganesh) / Ritual

40. IV. MULTIPLATFORM STRATEGY Tv-series FREE PRESS magazine Online platform CITY SCULPTURES THEATER SHOWS

41. Tv-series FREE PRESS magazine Online platform CITY SCULPTURES THEATER SHOWS

42. 4 major national media GROUPS FOR Funding & DISTRIBUTION

45. TV-series:Narrative structure The show is hosted by two “young cultural adventurers” who face the challenge of understanding a cultural artefact and returning it to its place of belonging. In each series a different cultural tradition is explored and communicated via this object of cultural significance. The plot is highly fictive - which allows for adventurous TV as well as for exploring the imaginative capital of a world culture.

46. TV-series: Crossmedia features Online docuclips adverted in the series by animated cew - docuclip alarm.

47. ONLINE PLATFORM The W@=D@ website has 3 functions: 1. platform function: info and services. 2. publish the 11 inspirational and educational docuclips: online and on demand (5 to 7’) 3. ‘I LOVE CULTURE Forum’: online “philosophy” on weekly cultural themes.

48. W@=D@ magazine fuses an encyclopedia, a magazine and a reading book.

49. THE PRINT MAGAZINE’s 68 pages OFFER an insight INto the daily life of youngsters from a cultural point of view.

50. Added value content: enriches the TV EXPERIENCE Added value content: enriches the TV EXPERIENCE

51. Print magazine: Distributionsales points and alternative

52. W@=D@ THEATER play ADDED EXTRA FIRING POWER

53. d@ is w@=D@

54. And D@ is how to turn the WORLD’smost frequentlyaskedquestioninto a brand.

56. Intermedia Globe Silver, World Media Festival Hamburg, 2007