Kinder Joy’s recently launched innovative platform for storytelling - ‘The Kinder Joy story station’ has been well-received - both in terms of audience engagement as well as garnering acclaim across the globe.
Kinder Joy from the house of Ferrero is known not just for the chocolate inside but for the toy surprises it offers. The brand, which has achieved success in a short span of time, needed a push to the next level of growth and this required engaging the core consumers beyond just advertising.
Three months since its launch, the brand’s mobile storytelling platform has received 2.2 million calls. An average call duration of 3.35 minutes translated to a consumption of 11.87 million minutes.
Sparking a child’s imagination
With changing times and priorities, fewer parents have been reading bedtime stories to their kids compared to previous generations. Stories play a pivotal 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 India, which manages Ferrero’s media account, devised a strategy to engage with such kids and build a high top-of-mind brand recall. This key insight of ‘storytelling’ and ‘parent-child bonding’ gave birth to the Kinder Joy Story Station – where kids could call and listen to their favourite Disney & Marvel stories for free - the same character toys were part of the Kinder Joy toy surprise.
“When we started working on the brief, we were very clear - we wanted to do something which was very unique and never done before. Kids are growing up faster today – and we know their inclination is more on gadgets and technology. With evolving times, priority for parents has changed, hence making it difficult for them to spend time with their kids. With this insight in mind, we create Kinder Joy Story Station(KSS),” sums up Amit Lall, Associate Vice President, Mobile Solutions, Omnicom Media Group.
To listen to the stories, the kids/parents need to give a missed call to a toll-free number. The user would then instantly get a call back from ‘Kinderino’ to choose the characters’ story they would want to listen to. The entire story narration, which lasts for five minutes is available in six different languages namely Hindi, Marathi, Kannada, Tamil, Malayalam and Telugu.
Interestingly, 61 per cent parents listened to the stories along with their kids enabling bonding among them, revealed branch research. Furthermore, while 94 per cent parents bought Kinder Joy, 75 per cent said they would buy it often.
Commenting on the concept, Mamatha Morvankaar, Managing Director-West at OMD, “This is a really unique and first time initiative in the kids category. The solution is really interesting as we were creating a strong engagement with an impulse brand in the kids category. In addition, we also have built a strong media asset for the brand that will now be a key medium of engagement for the brand.”
This concept has won seven awards nationally and internationally across various categories till date - Gold at Festival of Media Asia, Gold and Bronze at Goafest 2016, two awards at Mobbys (Awards for excellence in mobile entertainment and technology), one at Youth marketing forum awards and yet another at Foxglove.
The mobile storytelling platform is first of its kind among chocolate brands so far and has become a huge asset for Ferrero in a short span of time. The disruptive idea, which started with four states, would soon be amplified to touch hearts of millions of kids in the country.