Having launched the much anticipated InnoTab 2 kids’ tablet in August, VTech is supporting the product with a heavyweight TV advertising campaign and PR programme right up to Christmas
VTech recently released the anticipated InnoTab 2, an evolution of the number one selling children’s tablet InnoTab (NPD Epos January to June 2012). The firm is promoting it with tons of activity including:
PR
InnoTab 2 received extensive coverage from multiple toy retailers’ top Christmas toy predictions. VTech commissioned research which revealed primary school kids know more about technology than their mums. This received coverage in The Daily Telegraph, Daily Star and Female First. VTech launched the ‘VTech-nic’ University class at Birkbeck University, attended by TV presenter and self-confessed techno dunce Kirsty Gallacher (pictured), and hosted by gadget expert Ella Williamson. View it at Facebook.com/VTechToysUK. Mums, parenting media and bloggers attended. Product placements, reviews and competitions will run ahead of Christmas.
ONLINE
Competition spots will appear on the Disney Jr, CITV, Pop Tiny and Pop channels’ corresponding websites.
VTech has also invested in pre-roll
advertising which appeared on Nick Jr and Milkshake, and resulted in over 2.5 million opportunities to view. Ads appeared on YouTube, too.
TV
A heavyweight TV campaign was kick-started with both a 30-second and 20-second ad. These targeted two key audiences – children and housewives – using traditional kids’ stations such as Boomerang, Nick Jr and CITV, alongside mums’ channels like ITV2 and Sky Living.
VTech will partner with Disney Jr,
CITV, Pop Tiny and Pop to sponsor key programmes around the Christmas selling period.
PlayTime
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The chart looks at this year’s most viewed toys and games TV ad campaigns from January to September, compared to the most viewed in 2011. The biggest campaigns could be responsible for the market’s 1.3 per cent increase year to date.
In January, Lego Friends totalled 544 kids’ TVRs, representing a staggering 79 per cent increase on 2011’s top ranking campaign for Spin Master (Bakugan), which delivered 304 kids’ TVRs.
Hasbro’s Nerf Elite campaign achieved 483 kids’ TVRs in June. This was a 64 per cent increase on the top ranking campaign of June 2011: Hasbro Transformers (295 kids’ TVRs).
The lowest year-on-year increase was during the month of May, when the Tiger Furreal campaign delivered 253 kids’ TVRs, seven per cent ahead of the top campaign in the same month in 2011; Pokémon Trading Cards (237 kids’ TVRs).
It remains to be seen whether or not such increases will continue into the ‘business end’ of the year, as advertisers increase the pressure in the final run up to Christmas.
What’s a TVR? A TVR (television rating) is one per cent of a target audience. However, a TV advertising campaign can go beyond 100 TVRs if duplicated viewing is accounted for.
Are the top 2012 TV campaigns hitting as hard as thier 2011 counterparts?
Are the top 2012 TV advertising campaigns for toys hitting as hard as their 2011 counterparts? Generation Media reveals all