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Born Licensing case study: Changing the licensing lexicon with JoyPixels

Born Licensing has been focused on licensing for the purposes of advertising and marketing for almost five years. It’s a badge this company of specialists wears with pride that it has become known for delivering ‘something different to the usual licensing fare.’

Here, David Born, director of Born Licensing talks us through his latest efforts by stepping into the world of JoyPixels.

The number one request that we get from advertising agencies is to license emojis.

Over 6 billion emojis are sent on a daily basis. That’s almost one emoji per human on this planet. There are 3.2 billion internet users worldwide and 92 per cent of them regularly use emojis.

For that reason, the appeal of emojis is universal. They reach all ages and consumers are reminded of them many times on a daily basis. They are seen and experienced arguably more than any other licensed property in the licensing industry.

Almost 12 months ago we received a request from the advertising agency for UK food delivery app Just Eat. We had a look into all of the emoji options available and we decided to contact JoyPixels. We were impressed by the quality of the company’s emoji range and how quickly they promised to turn things around. This is critical in advertising. JoyPixels’ emojis are also Unicode compliant, giving a strong feeling of authenticity to the range.

The result was a fun campaign that used emojis to help restaurant workers read real reviews from their customers. Take a look:

We had a such a great experience working with JoyPixels and we knew that another request for emojis was bound to come through soon, so we negotiated a deal to represent them moving forward.

Since then we have been inundated with requests to use emojis in advertising campaigns around the world.

In the UK we’ve worked with supermarket Morrison’s to celebrate World Book Day with JoyPixels emojis being used to encourage customers to guess popular book titles.

In Scotland we licensed JoyPixels emojis to Police Scotland for an important campaign about protecting children from online predators.

In Hungary, popular festival Brain Bar licensed JoyPixels emojis across a web series discussing the future of ageing, sex and hamburgers.

In New Zealand telecommunications company 2degrees has licensed JoyPixels emojis across a major campaign consisting of TV commercials, billboards, print, digital, social and in-store activations.

In Germany supermarket EDEKA licensed JoyPixels emojis in a web series. In Mexico we’ve worked with a soon to be released Netflix TV series which will feature JoyPixels emojis. And in the US, wireless provider C-Spire has licensed JoyPixels emojis across a number of TV spots.

This is really just beginning and we’re receiving requests to use emojis in advertising campaigns on a daily basis.

We put the popularity of emojis down to their incredibly broad appeal and ability to be relevant to almost everything. With a catalogue of over 2,800 emojis (soon to be over 3,700), there is an emoji for every advertisement, every occasion, every product and every message.

Keep an eye out for more emojis in advertising – we’re just getting started.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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