30-second ad spots were created for both products featuring the distinctive Spokesfrog character interacting with children with a degree of humour.
A third spot consisting of 15-second sections for both products featuring Chewbacca of Star Wars fame highlighted the Clone Wars educational gaming licence which is exclusive to Leapster2 and has featured extensively during ad breaks surrounding the Clone Wars episodes airing on Sky Movies.
The campaign across both products kicked off with a high profile Tag spot during the second of the live X-Factor Finals shows. The campaign was booked against housewives’ choices and is set to deliver 350 TVRs. Other highlight spots include I’m A Celebrity…, This
Morning & GMTV.
In addition two sponsorship campaigns have been running on Nick Jr in support of Tag, and on Jetix in support of Leapster2. The sponsorships involve heavy TV presence aligned to dedicated microsites that host competitions, demos, additional product information and the ability to click through to purchase from key retail partner websites.
The sponsorships allow LeapFrog to put the products in front of a dual audience of parents and children watching together. To this end, the 30-second spots created locally for both campaigns explore more of the child-focused benefits of the products.
LeapFrog has invested double the 2007 budget in 2008 activity. As well as the activity on Nick Jr and Jetix, the campaign also incorporates advertising and competitions on the following parent focused websites: Bounty, Times Online & Pocketlint.
In support of the innovative new reading product Tag, LeapFrog has created a ‘Tag Love to Read’ programme reaching 3,300 UK primary schools and 400,000 parents.
The programme was delivered with educational experts and features advice, teaching resources and fun interactive reading activities for parents, teachers and children.
The campaign also lead to Nick Jr appointing LeapFrog as one of its Force For Good suppliers with a dedicated TV ad and online campaign in September (www.welovetoread.co.uk).
The firm has also partnered with the Scouts Organisation to highlight the launch of Leapster2 to the youngest members of the organisation, the Beavers Scouts. A Space Explorers pack was produced with input from the National Space Museum, with activities that helped the Beaver Scouts earn activity badges and also introduced Leapster2 and its space themed names, Stars Wars and Wall-E. Over
30,000 packs have already been ordered by members.
PR highlights include Sinitta in Hello magazine using the Tag Reading System with her children, the appearance of Leapster2 on This Morning in August and Tag stealing some limelight at the Dream Toys event with a piece aired to 6.8 million viewers on GMTV.