Media/Entertainment/ Travel & Leisure 2009 Winner

TITLE: ABC For Kids – Star Reviewers
AGENCY: OMD, Melbourne
CLIENT: Roadshow Entertainment

OBJECTIVES
Roadshow Entertainment wanted to ensure its ABC for Kids brand retained its position as the number one children’s brand in the DVD market and lead the category on sales growth and marketing innovation. With 79 DVD releases across 35 franchises, the campaign had to unify its activity.

CAMPAIGN
OMD Melbourne recruited five real mum and kid teams to become the “ABC for Kids DVD Star Reviewers” for the upcoming year of DVD releases. A partnership with Seven Media Group helped promote the recruitment through TV, magazine and online advertising. The DVD reviews were placed on a Yahoo!7/Parenting microsite, New Idea, Practical Parenting and That’s Life.

RESULTS
ABC for Kids annual DVD sales grew by 25.3%, from $21.3 million before the campaign to $26.7 million in May 2009. This exceeded the market growth benchmark of 21% by more than four percentage points.

Judges’ comments
‘Star Reviewers’ demonstrated clear insight, which led to a simple but very effective execution across the campaign. The campaign led a clear process from insight through to idea, through to execution with articulate and effective results at the end.