Child-tracking service KidsOK hits the shelves

KidsOK is a new mobile phone location service that enables parents to discreetly track their child. By sending a two-word SMS to their child’s phone, the parent receives text with a pictorial map detailing the child’s whereabouts. The child’s phone does not ring, meaning he or she is not alerted to the tracking.

Campaign Retail launch of KidsOK
Client KidsOK
PR team Prodigy Communications
Timescale June-July 2005
Budget £7,000

After successfully launching online last September, KidsOK planned to roll out the service, which is available on Orange, T-Mobile, O2 and Vodafone, on the high street in July.

It wanted the product packs to be available in more than 500 outlets, including selected Boots, Millets and The Link stores. 

Objectives
To handle the retail launch of KidsOK ten months after the initial product was available online. To highlight the relevance of the KidsOK service to parents and influencers, and promote the product to children themselves by bringing the KidsOK brand to life.

Strategy and Plan
To add credibility to the campaign, Prodigy Communications and KidsOK secured a tie-up with children's charity Kidscape, the organisation that campaigns to keep children safe from harm or abuse.

The charity offered spokespeople to talk about the service. They explained why it was important for parents to know where their children were without embarrassing them by phoning them directly. KidsOK also commissioned independent research which showed that 72 per cent of parents claimed they worried at least once a week about where their child was. Seventy-eight per cent agreed that a simple, unintrusive service would help to put their mind at ease.

Prodigy Communications offered regional and consumer journalists
trials or demonstrations of the service for case-study features.

Measurement and Evaluation

The campaign produced 92 items of coverage specifically mentioning the retail launch of the service, including articles in The Guardian, the Daily Mail, The Sun, Daily Record, Irish Independent and Mizz magazine.

Other outlets to cover the story included Five News, the BBC's Newsround, Scottish TV and TV3 Ireland.

Prodigy also secured spots on Capital Radio, Sky News Radio, Century FM, BBC Radio 2 and various regional BBC stations.

Lucy Ward, social affairs correspondent at The Guardian, says: 'The product had all the right ingredients to make an interesting story for our readers. There was a slightly sinister, Orwellian element to it, but Prodigy clearly stressed the importance of parents being able to know their kids are safe.'

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