The synergy between this year’s World Kids Colouring in Day (WKCD) and client Staedtler was effectively leveraged thanks to a fun, interactive campaign conceptualised and implemented by Unlimited’s activation division Mall Active.
The big idea behind the campaign was to encourage kids to think about those less fortunate than themselves using a colouring in competition featuring a comic book hero. A beautiful looking stand was erected in large footfall areas to encourage children and ultimately their parents to find out more about the campaign.
Various options were presented to encourage parents to make donations to a worthy cause. These included R5 donations (for the blank Comic Hero sheet) or the sale of a promotional pack, created specifically for WKCD. For each promotional pack sold, a donation of R5 would be deducted from its price.
Given that consumers react to colour and it has a proven ability to attract shoppers from a distance, the Staedtler stand included an abundance of collateral provided by the brand that created more colour and hype.
As part of the promotion brand ambassadors and promoters educated in the Staedtler brand, split children into two competitive age groups to ensure a level playing field. Entertainment was also provided by the Staedtler mascot Norris, and each participant received a variety of gifts ranging from quirky headgear to T-shirts.
Mall Active GM Travis Brown says; “Children are major influencers of their parents’ purchasing decisions and encouraging children to participate in events builds brand awareness at an early stage. Functions such as these also provide parents with an alternative safe area to leave their children while shopping.”
As a result of Staedtler’s clever use of the Mall Active platform and even though consumers had very little knowledge regarding World Kids Colouring In Day, a substantial amount of money was collected for charity.