Early Learning Centre Case study JACK AND THE BEANSTALK by Partners Andrews Aldridge

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Industry Retail, Distribution & Rental companies
Media Case study
Market United Kingdom
Agency Partners Andrews Aldridge
Creative Director Paul Snoxell, Andy Todd
Designer Chloe Goughcooper
Released May 2010

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Product/Service: SHOP
Date of First Appearance: May 1 2010
Entry URL: http://www.elc.co.uk/on/demandware.store/Sites-ELCENGB-Site/default/MicroSite-Show?msid=kids-zone
Senior Copywriter: Michael Poole (Partners Andrews Aldridge)
Senior Art Director: Alan Mackie (Partners Andrews Aldridge)
Client Director: Claire Wellman (Partners Andrews Aldridge)
Account Director: Samantha Peters (Partners Andrews Aldridge)
Creative Director: Paul Snoxell (Partners Andrews Aldridge)
Creative Director: Andy Todd (Partners Andrews Aldridge)
Creative Partner / Chairman: Steve Aldridge (Partners Andrews Aldridge)
Designer: Chloe Goughcooper (Partners Andrews Aldridge)
Production: Celine Gale (Partners Andrews Aldridge)
Media placement: Direct Mail - N/A - 1 May 2010
Media placement: Online - N/A - 1 May 2010

Describe the brief/objective of the direct campaign.
Only 10% of parents were buying their children’s birthday presents from Early Learning Centre. We wanted a bigger share of the market. So we created the Big Birthday Club.

People were encouraged to join instore with the promise of a gift just before their child’s birthday. The gift needed to get everyone buzzing about the big day. But how do you do this with a budget of just 60p? That’s less than even your stingiest aunt would spend.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We rewrote Jack and the Beanstalk with lots of new twists. The book was personalised throughout, so children could imagine themselves climbing through the clouds to a magical kingdom.

To give it extra longevity, the book opened out into a height chart (meaning you could watch your child grow into a giant).

Children could go online and play Jack games. Plus we included money-off vouchers to spur parents into spending.

Older children (who we had less budget for) could write their own fairy tale online with new plots, characters and endings – and then send it on to family and friends.

Explain why the creative execution was relevant to the product or service.
With only 60p a pack we created a book that made every child feel like a superhero. This was spot on for a brand that encourages learning through play. In fact, the campaign was picked up by national press and became the focal point of a drive for bedtime stories.

Our online execution encouraged 121, 937 children to write their own story. This meant that they spent considerable time engaging with the brand. The icing on the cake was that many children sent their story on – as a member-get-member programme.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This campaign has already generated £7,553,280 –not even our final figure. More results are still to come.

We had a response rate of 17% and this was measured by redeemed vouchers, so every one of these people made a purchase.

168,366 customers have redeemed their vouchers.

For every £1 spent on the pack we have had £13 back.

121,937 children have written their own story. This is quite a long process, so it meant that children and parents really had a chance to engage fully with our brand.

186,261 children have been online to play Jack games.