Customer intelligence agency Indicia has created an integrated digital and direct marketing campaign for Very.co.uk
to promote its kids’ autumn range.
For the ‘Very Kids Want’ campaign, which launches today, Very.co.uk
and Indicia have made kids the stars of the show. Fifteen children feature in a fun series of product reviews as they road-test the new fashion, sport and toy ranges. The videos look to focus less on the individual items, but the whole imaginative world each product opens up.
The animated videos will be hosted on a device responsive microsite - Verykidswant.co.uk
- and brought to life by an integrated DM and e-mail marketing campaign using Indicia’s sophisticated data intelligence tools. Recipients of the DM pack will be invited to download a free augmented reality app, which can be used to scan individual products and unlock the related product video review.
The activity will specifically target mothers with children aged between 2-8yrs. Leading viral seeding agency The Viral Ad Network will also support the campaign by helping create a social buzz at its launch.
The BTL campaign is unique in that it is purely data-driven, using rich customer insight to intelligently predict the interests and preferences of the varying age and gender segments to drive content in a highly targeted manner.
‘Very Kids Want’ follows Indicia’s DMA Grand Prix award-winning work with Very.co.uk
, which successfully launched the retailer into the mum-and-baby market in 2011.
Ian Bates, Creative Director at Indicia, comments: “For mothers purchasing for their children, it’s a combination of her rational needs, such as price and convenience, and the kids’ emotional ones; what their friends wear and what they have seen on TV. Mums actively encourage their children to have an opinion so with ‘Very Kids Want’, we’re putting happiness high on the agenda and giving mums the freedom and flexibility to put a smile on their children’s faces by buying in a way that suits them.
“A competitor review shows that most creative in the market takes a generic approach. Our attention to data allows us to deliver strong differentiation with personalised and relevant marketing in a creative and innovative fashion, to mums all over the country. “