Campaign: Retail launch of KidsOK
Client: KidsOK PR team Prodigy Communications
Timescale: June-July 2005
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.
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
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.'