How KidZania is helping brands connect with their future consumers
Big Bazaar, Yes Bank, Kinder Joy, Bajaj Electricals, Marico, Frooti, Club Mahindra and Chocos are some of the brands associated with KidZania
Remember the last time you saw a child donning the look of his/her father or mother to play a game? It would most probably be too long ago. Thanks to the digital era, kids these days mostly play indoors with their computers.
However, KidZania has come up as an option for children to come out of their mundane digital world and learn while playing, by donning roles of a doctor, banker, chef, police, actor or artiste. With over 65 activities to be engaged in, KidZania provides a platform for children to ‘own their world’. And this concept of learning & engaging has hit the right mark with brands as well.
Big Bazaar, Yes Bank, Kinder Joy, Bajaj Electricals, Marico, Frooti, Camlin Kokuyo, L&T Mutual Fund, Nerolac, Nutella, Hardy's, Club Mahindra, Chocos, Aquaguard, Parle Products, Pepperfry.com, Radio City, Parachute, Viacom and Inox are some of the brands that have tied up with KidZania.
exchange4media spoke to some of the brands associated with KidZania to understand how the platform has helped them create recall, how have they used experiential marketing there and more.
In today’s world, it has become imperative for brands to connect with children as they are the future consumers. And KidZania provides a perfect platform for this.
For Mayank Shah, Senior Category Head, Parle Products, the experience with KidZania has been extremely engaging and great. He believes that marketing with KidZania is different. “It is an edutainment sector. The engagement with the consumer or with a child is at a deeper and personalised level. Here the marketing approach is different. Here we are not looking for quick ROI. It is more about the bond we are creating with the children and the values being inculcated in them.”
According to Shah, the brand recall value has been phenomenal. “The child gets involved at a deeper level with the brand and its core values. He gets a chance to work in the factory, making the biscuit and owning it. It gives them an ecstatic feeling. It is one of the top activities at KidZania. It’s all about how interesting you make the entire process of engagement for the children. It helps us achieve deeper engagement and extremely good recall value.”
Atit Mehta, Chief Marketing Officer, Byju’s, too believes that the association with KidZania has been great.
Talking about how Byju’s has benefitted in terms of recall value, Mehta said though there has been no formal research, the recall value in terms of reaching out to our target consumers who tried to reach Byju’s through KidZania is phenomenally high. “In markets like Mumbai or Delhi activities that have entertainment clubbed with education are very limited. So, the kind of model KidZania and Byju’s have has helped the brand,” he said.
Brands these days are trying every trick in the book to get connected to their consumers. Right from striking an emotional chord to taking the humour route, marketers are pushing the envelope to create brand affinity among consumers. While the marketing mantras often works, seldom the brands have little consumers as their core targets. But with changing times, experiential marketing has caught the attention of the brands to target the consumers constituting a smaller age group. And KidZania helps brands do just that.
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