Very.co.uk is promoting its kids’ autumn range with the launch of an integrated digital and direct marketing campaign – including an augmented reality element – through agency Indicia.
The ‘Very Kids Want’ campaign launches this week, and features 15 children 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 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 email marketing campaign using Indicia’s data intelligence tools.
Recipients of the mailpack 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 two and eight. The Viral Ad Network will also support the campaign by helping create a social buzz at its launch.
The campaign is purely data-driven, using rich customer insight to predict the interests and preferences of the varying age and gender segments to drive content in a highly targeted manner.
Indicia scooped the 2011 DMA Grand Prix for launching Very.co.uk into the mum-and-baby market.
Indicia creative director Ian Bates said: “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.”
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