LEAPPAD LAUNCH by ZenithOptimedia New York for Leapfrog

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LEAPPAD LAUNCH

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market United States
Agency ZenithOptimedia New York
Released April 2013

Credits & Description

Advertiser: LEAPFROG
Agency: ZENITHOPTIMEDIA
Category: Best Use of Mobile Devices
: Julien Savoye (ZenithOptimedia)
: Laure Mallet (ZenithOptimedia)
Sales Manager: Marylène Le Bretevillois (ZenithOptimedia)
Head of Moxie Paris: Thomas Jamet (Moxie)
: Camille Versini (ZenithOptimedia)
: Elvire Padovani (ZenithOptimedia)

Strategy
THE CHALLENGE Following the growth of the tablet market, LeapFrog decided, as a technology-based learning products, to create awareness of their new product: “The LeapPad” an educational pad for kids (4 year olds to 9) against upscale parents, Pad owners while standing out from other toys competitors.THE OBJECTIVES To relate to parents so that they would consider the product as an alternative to the toy pads or other “grown-up” tablets within a highly competitive market. Introducing the perfect product to their children. 100% safe, robust and designed by experts which enables them to play, create and learn.THE SOLUTION We provided a 100% mobile pad communication suggesting to parents that Leappad would be a great gift for their kids, allowing them to get their own tablets back !

Execution
ACTIVE UNDERSTANDINGPlaying on the fear that parents have of lending their pads to their kids, we used a strong but simple visual showing the screen of their pads broken to remind parents of a common situation... that they would rather avoid.REAL TIME PERFORMANCEFollowing an in depth study we chose the most popular news and TV apps in France (TF1 Canal +, Eurosport, le monde, etc). We linked the visual to key moments throughout the year for parents - back to school (for mums), Christmas holidays (for dads) weekends (for both). In addition an add-in app allowed parents to live a real brand experience showing that the product was not just a toy but a real educational tool and experience for their children.

Effectiveness
THE RESULTS(ROI)The campaign was a total success!A click rate of 5,06%, over the market average. Over 1.000.000 interactions on the add-in app.A player rate of 68% for the video. (vs 40% on the average market).People have adopted the LeapPad and want to know more. 21,000 users of the add-in app have been redirected to the retailers and :Every LeapPad was sold out in one week!Smart, simple and effective.