Focus launches India’s first online ecosystem for kids, Worldoo

The agency will be using digital marketing in the first stage of promotions and later will leverage television and on ground activities at schools

e4m by Priyanka Nair
Updated: Apr 17, 2013 10:33 PM
Focus launches India’s first online ecosystem for kids, Worldoo

Today, digital era is not only luring brands from various categories, but is also acting as a platform for anyone and everyone. With the kind of attention that the digital media is getting, it is interesting to see how technology enablers and agencies are building up business modules that are saleable.

When it comes to catering to kids as a target audience, challenges in presenting present ideas that are safe and educative come in a big way. In an attempt to curb the notion that kids cannot be on a social platform, advertising and digital media agency Focus has launched first of its kind ‘Ever-evolving Online Ecosystem’ for kids targeted towards the age group of 6-12 years in India, called Worldoo.

Worldoo is one of its kind of digital destination that offers kids a unique interactive experience where they can live, express and play. Kids can consume the most popular content from their world of interests and earn virtual currencies which are in the form of stars by doing so. They can then express their creativity and ownership by designing their home and spend their earnings in a virtual store.

Worldoo being a holistic ecosystem has ensured to cover a kid’s diverse interests – games from Miniclip, the Gamebox, Zapak; cartoons from Cartoon Network and Chota Bheem; animals, environment and conservation from National Geographic and Jeff Corwin Connect; movies and trailers from Warner Brothers, Shemaroo, Sony Pictures, Reliance Big Flix; edutainment from ZeeQ; books and comics from Amar Chitra Katha, Crosswords, Landmark, Dreamland, Britannica Books, Robinage, Champak; and international destinations, including Sentosa.

The company will leverage on the growing internet penetration amongst the next generation of kids to give them a never-before experience. Worldoo will become a kid’s favourite destination as it promises to offer ‘Something new, always’ through content that imparts both excitement and education, all in a single platform.

Realising the gap, these brands believed in the concept and have associated with Worldoo through seven content sources (landmarks) nestled in an island that’s designed to be a refreshing visual treat.

Commenting on the strategy behind the launch of the project, Monish Ghatalia, Managing Director, Focus Circle Group said, “With conventional activation mediums, it is challenging for brands to reach out to a large chunk of target audiences at a single point, and even more difficult to sustain the engagement. We are confident that Worldoo will provide an edge for brands, to engage with the right target audience. It offers the right platform for brands to achieve much more than just impressions and clicks.”

How will brands get benefited out of this?
Niloufer Dundh who is associated with this project will be helping Focus to bring in branded opportunities. Dundh believes that digital advertising for kids hasn’t being explored very well by brands. It is often restricted to banners, contests and micro sites. “Worldoo will offer brands to be social, help to give live experiences and most important will create an ever experienced digital engagement for kids.” The agency is already in talks with few brands and is expecting a confirmation from them in few weeks time.

Marketing plans
Focus is all set to launch a marketing campaign to push Worldoo’s offerings. Starting this week an aggressive digital campaign will be rolled up. Post that a television campaign will go on air; after the school are set to reopen Focus will be taking off a number of on ground activities and targeted promotional campaigns for the schools.

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