Toggo TV
TOGGO – Ich tick TOGGO
Year: 2025
The Challenge
TOGGO, Germany's leading kids entertainment brand for ages 6–13, needed to evolve from a linear TV-first model to an interactive, self-chosen youth experience across app, radio, websites, and social platforms. The mission: enable kids to choose what excites them, across formats and touchpoints that felt native – not broadcast.
The Idea
Picking the line out of a basket of ideas already floating around, I pushed for "Ich tick TOGGO" and developed the initial foundation to turn a playful line of copy into a strategic campaign platform.
The intent:
Based on insight: kids pick content that ticks for them, not what's scheduled for them
Anchors self-determination as the brand's viewing model
Makes TOGGO speak in a language kids live: "I tick what I love"
The claim acts as a strategic bridge: – It shifts the brand from telling to inviting – Merges segmentation and insight into a cultural trigger ("tick what you love") – Unifies formats – social, app, radio – under one behavioral mindset – Allows kids to confidently choose content that suits them – all within a brand-managed, safe space
What came out of it?
Awarded Gold in Brand Strategy – B2C at German Brand Award 2025. Jury highlighted: data-driven segmentation, emotionally charged execution, and consistent translation of "Kind sein. Spaß haben." across all touchpoints.
Why does it matter?
"Ich tick TOGGO" is a three-word strategic lever. It enables self-directed, safe exploration of content by children: fitting TOGGO into the mindset of Generation TikTok, keeping it culturally relevant, playfully shifting brand perspective into a platform rather than an outdated broadcast.
