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Kinder Joy Story Station

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Insight 

Kinder Joy, introduced in India by the Italian confectioner Ferrero International, has captured Indian kids' mind space in a short time to become one of the leading brands in the kids chocolate market. By combining chocolate, a surprise and a toy, a fun and entertaining world for children was created, while at the same time, delivering parents a reassuring and emotional experience.  

New initiatives, coupled with focused advertising, delivered response on sales but was being seen to drop when the advertising went off. The key for brand success was to stay at the top of mind among its core consumers even during non-advertising months. To achieve this, it was necessary to engage its consumers with the engagement of their choice. 

Strategy 

According to a new study, fewer parents are reading bedtime stories to their kids compared to previous generations. Stories play a vital role in entertaining kids and keeping them occupied. It helps to develop a child’s imagination by introducing new ideas into their world. It encourages children to realise that they can, and should, imagine anything they want and sparks a child’s imagination, stimulates curiosity and helps with brain development.  

OMD's strategy was to engage with these kids and build a high top of mind brand recall. This gave birth to Kinder Joy Story Station – where girls and boys can call and listen to their favourite Disney & Marvel Stories for FREE. 

Execution 

The agency built a first of its kind Kinder Joy Story Station that enables kids to listen to their favourite magical stories of Disney princesses & adventures of Marvel superhero’s through their mobile phones in their regional language. Each story was built into an audio capsule of 4.5 Minutes. The stories were made available in six different languages namely Hindi, Marathi, Kannada, Tamil, Malayalam & Telugu and are narrated by Kinder's very own brand mascot Kinderino, a favourite among kids and a part of Kinder Joy surprises.  

Simply by giving a missed call on 18002004321 they would instantly get a call back in their preferred language asking them to choose the characters story they would want to listen to. The platform was built intelligently, which would identify the callers circle, and ensure the same call back would go in their respective regional language.  

The Kinder Joy Story Station was smartly promoted across multiple platforms (Outdoor, Print, TV, Radio) in Maharashtra and in four south states in their regional language (Tamil Nadu, Karnataka, Kerala, and Andhra Pradesh). 

Results 

More than 1.27 million kids engaged with the platform by giving a missed call and heard the Disney and Marvel Stories. An average call duration of 3.26 Minutes was seen across the platform which translated to a total consumption of 7.7 Million minutes on Kinder Joy Story Station.

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Brand:
Kinder Chocolate
Brand Owner:
Ferrero
Category:
Confectionery/Snacks
Region:
India
date:
April - October 2015
Agency:
OMD
Media Channel:
Mobile,Out-of-Home,Print,Radio,TV
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