nickelodeon best kids ad at viacom identify kids
TRANSCRIPT
BEST
KIDS@
Succesfull Ads
for 8-12 year olds
@HakimZemni
I have a passion for media, politics, music & movies. I am happily married, a proud
dad, a mediocre soccerplayer and a great facebookfriend
I am often described as ‘an opinion on 2 legs’. I love my job because I’m
fascinated by the question “why do people do what they do?”
@hakimzemni
be.linkedin.com/in/hakimzemni
THANKS FOR HAVING ME
@hakimzemni
May 2014, online questionnaire
n=270 8-12 year olds
50/50 boys & girls
50/50 Vlaanderen & Wallonië
30 commercials
@hakimzemni
BEST
KIDS@
30
Commercials?
Period: April 2014 – March 2015
Aired on:
&
Shortlisted by a professional jury
(Viacom – SBS – Media Agencies)
@hakimzemni
LIKEABILITY
How likeable was the commercial?
@hakimzemni
PERSUASION
How persuasive was the commercial?
@hakimzemni
SHAREABILITY
How likely are you going to talk about or share this commercial (online)?
@hakimzemni
LIKEABILITY
PERSUASION SHAREABILITY
Benchmarks (/10)
6,6
6,5 5,4
May 2015, online questionnaire
n=270 8-12 year olds
@hakimzemni
6,8
6,55
May 2015, online questionnaire
n=253 8-12 year olds
J’aime l’histoire racontée. Die kus, zo vies .
J’aime les frites chez quick.Ik hou van quick en speel graag playmobil.
Als je een hamburger koopt krijg je iets leuks van Playmobil.Super les cadeauxproposé dans la pub.
@hakimzemni
Quick & Playmobil
La chanson raconte qqch.Chanson chouette.
Les figures sont bien faites.Le sergent est rigolo.
Ca doit être bon.Je veux ca pour la récré.
@hakimzemni
Yoplait Petits Filous
Spongebob
Die stemmetjes zijn keigrappig.La voix est marrante.
Ik vind spongebobgewoon leuk.Bob et Patrick sont cool.
J’adore et j’ai vu lefilm.Ik wil naar die film.
@hakimzemni
LIKEABILITY
PERSUASION
SHAREABILITY
78% watches at least 1hr/day TVMay 2015, online questionnaire
n=270 8-12 year olds
The product is the king.
Link it to other media (film, app, …).
Mirror their own language/ terminology.
Animation & antropomorphism work.
The music can be the message.
Relevant cross-brand promotions work.
When in doubt, draw something.
@hakimzemni
