Great ads for small kids

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Great ads for small people
Joeri Van den Bergh founder kids youth
expert InSites Consulting
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Methodology Sample Profile

• Brand new researchdata collection from May 29th
  2008 June 9th 2008
• Exploratory interviews with kids
• Ghent Namur
• 12 interviews with children aged 7-12 y.o.
• Online questionnaire
• 1.131 Parents (PRP) (70 women 30 men)
• 1.131 Kids 7-12 y.o. (50 boys 50 girls)
• Region 60 Belgium North 40 Belgium South
• Evaluation of nearly 100 kids TV commercials-gt
  9.048 spot evaluations

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Next 10 minutes.

• Ad awareness
• Pester power
• Dos don'ts to create impact
• in kids advertising

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Do children recognise advertising?
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Children not knowing what advertising is?
Legenda 0-5 5 7.5 7.5 10 gt 10
Q What ads have you watched or heard over the
past month? Can you also tell us what you
remember of the ad? Write down what you still
remember (e.g. where did you see or hear the ad?
What was said in the ad? Did you like it? You
can describe up to 5 ads
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Animals
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AdvertisementsSpontaneous Recall by Children
Brands
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Q What ads have you watched or heard over the
past month? Can you also tell us what you
remember of the ad? Can you also remember the
brand it was for? You can describe up to 5 brands.
Top Brands gt2 Spontaneous recall
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Do children like advertising?
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Do they like advertising?
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Do children dislike the commercial aspect?
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See how clever they are
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Soms spelen ze vals en soms niet. Zo bij
schoonmaakproducten denk ik wel!
... but commercial intention is never the reason
for dislike!
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Kids recognize advertising... and then what?
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When do they pay attention to it?
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Intentional awareness
Awareness
RELEVANCE Key Concept!
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Over the fence More opportunities
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first, what gets them over the fence?
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Sounds familiar?
Q How often do you ask your mum or dad to buy
things thay you saw in an ad?
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Question for Kids
Questions for Parents
Request Frequency (seen in ads)
Kids Influence on Product Purchase
Kids Influence on Brand Choice
Childrens
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81
70
Family Products
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26
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Parents Products
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9
7
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When does itwork?
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Q Can you indicate below what products you have
once seen advertised and then asked your mum or
dad to buy? Q2 Can you also indicate whether you
got what you asked for?
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Breakfast cereals
Cookies
Drinks
Granted by Parents
Dairy products
Toys
Ice Cream
Movies
Candy
Game consoles
School appliances
A visit to an amusement park
Fruit
Games
Shoes
Clothes
Mobile Phone
Requested by Kids
Average Conversion
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high conversion
low conversion
essentials
forbidden fruit
rewards
Mobile phone, game consoles, amusement parks,
games, shoes clothes
Toys, movies, candy, ice cream, school appliances
Drinks, breakfast cereals, cookies, dairy
products fruit
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second, what lies over the fence?
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Drivers of

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Executional Strategies Maximizing Likeability

• Integrate a direct or indirect pack shot !
• Do not target Parents ! Definitely not mum !
• Sing-a-long Songs work !
• Role models work ! As long as they are not
  parents
• Cartoon elements work !

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• Hier kelloggs choco pops invoegen als filmpje

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Executional Strategies Maximizing Impact on
Pester Power

• Product category is the main driver for an impact
  on pester power
• Mention the brand not only in the voice over !
• Emotional messages work better than informative
• Do not target parents !
• Calls to action work !

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More tips tricks?
And so on
Only for clothing, target mum!
Use brand characters in a realistic situation to
increase desire
Show older kids in control to increase buying
intention!
Never show girls to boys!
Add arguments for older kids!
Always show animals to girls!
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Great ads for small people
So remember
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once you are over the fence
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there are proven formulas for success!
Its a small time for a great study! More
details, send me an e-mail joeri_at_insites.eu