Consumer - Child-tracking service KidsOK hits the shelves

Campaign: Retail launch of KidsOK

Client: KidsOK PR team Prodigy Communications

Timescale: June-July 2005

Budget: £7,000

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.

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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