The campaign, facilitated by Arena Azure, began running its 30″ ad on the 20th September, and will continue until the 22nd December.
David Cecil, broadcast manager at Arena Azure, explained: “Cinema provides us with the perfect opportunity to reach the whole family in a highly immersive, shared viewing environment. The medium is unique in that it engages both parents and children in an exciting yet relaxed atmosphere, creating the ideal setting for LeapFrog to promote their LeapPad Ultra and spread brand awareness. Utilising cinema in the lead up to Christmas places the brand at the forefront of both parents’ and children’s minds at a key time of year.”
The campaign will run with all Kid’s Clubs across leading cinema chains and all kid-related films across this period. This includes Turbo 3D, Cloudy With A Chance Of Meatballs 2 3D: Revenge Of The Leftovers, Battle Of The Year: Dream Team, Free Birds, Frozen 3D, Walking With Dinosaurs 3D and Moshi Monsters.
The timing of the campaign sees the optimum utilisation of cinema in the lead-up to Christmas with the medium reaching out to both parents and kids in a relaxed, shared environment. With both audiences already looking out for products to add to their Christmas lists, brands using cinema in this time period are able to place their products at the forefront of families minds as they consider their Christmas presents and wishlists.
The LeapPad Ultra is targeted at both boys and girls aged 3-9 years, a demographic that will be reached repeatedly over the four months through these kid’s films, which are expected to bring in impressive admissions, particularly over October half-term and the Christmas holidays. The LeapPad is able to write, draw, take photos, make videos and provide access to over 500 games, eBooks and music which have all been approved by LeapFrog learning experts. The kid-safe, secure web-browser and parental control settings, as well as the tablet’s tough frame and child-friendly controls, will also appeal to parents.
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