Moved

We moved to Adsimple Wordpress

A reflection: kid's targeted marketing

Mainly in the United States, but also in Europe, several issues were raised regarding the indiscriminate use of commercials towards kids.
If we put a 7 years old kid in front of the television, the difference between a commercial and a TV program will be hardly seen; everything will look, to him, as a fact. Children under 8 years old tend to accept every claim as truthful. Is it ethical? Kids of today will become consumers of tomorrow, and create fidelity with the brand as early as possible is becoming more and more important, mainly for fast food, snacks and soft drinks. But even those companies that you would never expect, like Camel Tobacco. In the ’80, Joe, Camel’s mascot, was heavily used by the company in printed ads and TV commercials: the campaign was officially targeted to 25-39 years old consumers. However, the peculiar style of the ad made Joe Camel become the most popular character between 5-6 years old American kids, more recognizable than Mickey Mouse. Ten years after, the majority of first time smoker between 16 and 18 years old started with Camel. Was it just casual?

Officially no one is targeting kids. McDonalds is targeting the mothers, and eventually reinforcing the brand with kids. Anyway, they created a clownesque character, Ronald McDonald, who’s definitely appealing to kids, and “hunting” them in DVDs, videogame, toys and so on. Psychologically, McDonald’s works on the comforting feelings, that are connected to those warm and playful sensations kids have when they entered a McDonald: colors, playgrounds, toys, tasty food. Once that kid who used to play in the sand pit will be grown up, he will unconsciously remind of those feeling every time he will step into a McDonald. The main goal is not to get kids to come to McDonald’s, but to make them bring their kids when they will grow up.

The raise of Advergames is also peculiar: It’s a rather cheap way of communicating in a kid’s friendly way. Associating a brand with the fun of gaming is known to lift brand metrics such as brand awareness, message association and purchase intent. After playing a game, consumers are more likely to remember not just the brand or product itself, but to associate specific brand attributes with it. Every piece of technology of the digital World most of kids live in is also a media to reach the kids themselves.
I think targeting kids is related to two main issues: Why you do it and How you do it.
The Why is the supreme question: without well defined rules, targeting kids is nowadays possible and very lucrative. Marketers are sparing no expenses to reach those little consumers, spending around 15billion $ a year just in US on kids-focused marketing. It’s a decision that comes before the campaign itself: but, if you don’t do it, someone else will (eventually worse).
The How is more tricky: is it possible to market 8 years old kids in an ethical way, to make them aware of the difference between reality and advertisement? Is there any chance to do it respecting the kids? Or are they just a mass of potential customers, potential smokers, potential adults with money?

Neon Bible by the Arcade Fire

This website is a great example of interactive video, promoting the new Arcade Fire album, Neon Bible. It's a music video, It's an interactive experience, It's an amazing song. It's perfect then... enjoy!

Hitler got banned

Not great, but pretty funny video on youtube. I never really liked re-dubbed videos, they are always trying to be funny at any cost, even forcing things a little. This one keeps some plot of the original story but referred to Xbox Live. The movie is The Downfall, a German movie of a few years ago (not too bad, I have to say).

Metro dreamgirl

maybe I'm just a cynical bastard, but i feel like there's something wrong with this.
A New York guy find the girl he ever dreamed about on the metro, he's to shy to talk, she lives the train, he's in love, he creates a webpage with a drawing about her. Time three days, the great internet community finds her. Sound too good to be true, never underestimate the power of viral marketing. Maybe there's some brand hiding somewhere in this story...

HEMA. How to destroy a web page

Nice viral by HEMA, a general cheap store from Netherlands. Hema is selling from glasses to blankets, from wine to shampoo. This web page is a good example of how to make some good, simple viral marketing without being pretentious, just simple and clear.
HEMA viral

zune, ten thousand different versions of yourself

Ok, I don't really like microsoft, and I have to admit I don't like their iPod alike mp3 player, Zune. It just makes no sense, doesn't fit with iPod users (that can spend money to have THE mp3 player) and the cheap Creative mp3 player. And it does not have the reminiscence of something beautiful and vintage like Sony Walkman. It's just a copy of iPod, just a decade later and less stylish. Anyway, i think the commercial is nice, good music by The Shins, and a simple idea (10000 versions of yourself) that we heard already 10000 times but that always works.

Gali the alligator

Nice commercial for a cable channel. It's a bit old but I discovered it recently and it made me laugh like crazy. Great the idea of mixing kid's world and splatter scenes surrounded by a happy choir

Bodygroom by Philips: how to say P***s without saying P***s

Great commercial and campaign from Philips (who won the Effie award for best new product campaign) working on buzz marketing and using online communities.
Here's the commercial:


The campaign was also made with talking urinals (!), online banners and wild ads in the streets, elevators, bars, where carrots were related to the tag of "now you can shave wherever you want".

A great campaign, made in low budget but plenty of ideas, enogh to create a cult.