2015 Gold Best Digital Destination

Claire Elworthy - Creative Director, Ray Phelps - Creative Director, Barrie Jones - Creative, Emma Barker - Designer, Catherine Smith - Designer, Will Ravlich - Senior Account Manager, Mark Pearce - Digital Project Manager, Mark Sng - Planning Partner, Amy Garratt - Group Account Director, David Brandman - Marketing Manager, Davina Hall - Brand Manager

Campaign overview

Following the success of high profile licence agreements with brands such as Disney and Mattel, Kinder Surprise wanted to build equity in their own-range toys under their existing ‘Treat for the Imagination’ proposition.

The campaign needed to generate maximum reach and awareness during the Easter period, a highly competitive and saturated season for confectionery.

Using multiple channels to create a place where children’s imaginations could be brought to life using Kinder Surprise toys, the brand’s toy range gained real value in the eyes of consumers, with value-for-money results

Strategy

To elevate Kinder Surprise’s core range of toys, the team created a successful website, Storymakers, to promote the products.

The strategy brought together several key insights:

• A child’s adventures are only limited by their imagination
• The simplicity of the toy inside a Kinder Surprise has the ability to unlock this magic
• Creativity aids cognitive development
• Story time is precious between parent and child
• Reading to a child improves literacy

The Storymakers website sat at the heart of an integrated campaign spanning online, TV, in-store promotion, digital display and media partnerships with Mumsnet and Mummy Pages to build the brand’s existing ‘Treat for the Imagination’ proposition

Creativity

Storymakers offers an interactive online place in which parents and children could create stories using the various Kinder Surprise toys. Kids could select the toy they received, give it a name and choose the adventures it would go on.

Creative options varied according to age group, with older kids able to write their own endings. The story was personalised, featuring the child’s name throughout to make it more engaging. At the end of their story, they could read it back, download it and share it online. An illustrative style, inspired by paper craft, brought everything vividly to life.

Parents loved to capture their little ones’ creations and display them proudly on the fridge, show them to grandparents or share them online. Building on this, the campaign offered kids the opportunity to win their own personalised storybook as a keepsake for years to come.