CAMPAIGN OF THE MONTH: V.Smile Motion - ToyNews

CAMPAIGN OF THE MONTH: V.Smile Motion

V.Smile Motion Active Learning System is VTech?s biggest product launch since the original V.Smile.
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V.Smile Motion is a motion-activated educational video gaming system designed for three to seven year-olds. The movement detecting wireless controller encourages pre-schoolers to get up and be active as they learn and have fun. Eleven software titles launch in autumn/winter, including Monsters vs Aliens, Up and Disney Fairies, joining the seven titles that are already available.

TV
A big TV-advertising campaign ran from March-April over the key Easter holiday period to generate awareness. Two adverts targeted housewives with children and children individually on channels including ITV1, Five and multichannel. The campaign achieved 281 HW+Ch TVRs and 348 TVRs. In the second half of the year V.Smile Motion will again be TV promoted with 400 TVRs targeting housewives with children.

Print
Full page advertorials ran in top circulating women’s weeklies OK and Hello. An advertorial format was chosen to educate, engage and provide extra messaging for mum, and was also hosted on OK online, with advertising MPU’s and banners on Hello online.

PR
A press launch generated coverage including the Daily Telegraph, The Times, BBC Radio 2 Chris Evans show and BBC Online.

Suzanne Shaw became the V.Smile Motion celebrity mum who fully endorsed and supported the active learning system - her four year-old son is a huge fan so Suzanne was able to talk from experience on the learning and fun elements. Suzanne was interviewed by raisingkids.co.uk, babyexpert.com and Love It! magazine.

VTech also worked with Raisingkids.co.uk to find out about the play patterns of children today and the hopes and wishes of parents. Suzanne and Anjula Mutanda (one of the UK’s leading psychologists) talked about the survey and V.Smile Motion to BBC and commercial radio stations across the UK – reaching nearly 750,000 listeners on 15 radio stations including Christian O’Connell’s Absolute Breakfast show.

To reach parents with kids directly, VTech is also working in partnership with Tumble Tots (the UK’s leading physical play programme for children) with activities including a double page competition in Tumble Talk magazine, an e-mail shot sent out to over 52,000 Tumble Tots members and taking V.Smile Motion to regional Gymbob classes across the country. The PR campaign had a total circulation of nearly 30 million and 41 pieces of coverage.

Web
To further spread the message, VTech worked with GMTV Online, which reaches over 6.6 million adults, with a full page advertorial plus advertising directing to the VTech website www.vtechuk.com, which includes a V.Smile Motion video demo.

POS
Both a free standing unit, featuring four Learning Games for consumers to play, and shelf display unit, featuring a video demo, will be available to support V.Smile Motion in-store.

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