2019 Winners & Shortlists

Why is this work relevant for Media?

Why is this work relevant for Media? Radio is a mass media channel where it is only possible to target a specific target audience by picking a specific time or show. We found a way to target exactly who we want during the campaign, all day and every day.

Background.

Nowadays, many parents let their children use video-sharing platforms unsupervised, as they’re unaware of the inappropriate content kids are exposed to. The brief was to launch and introduce Tuby as an app to Parents - as a solution to limiting and controlling what their children view online with the objective being increased app downloads.

Describe the creative idea/insights

What you hear, kids can’t. The online world is as dangerous as real life. Parents tend to be overprotective in real life. You will never see a parent allow their kids to go out and play with strangers for example, but they do not mind having their children browse the interact without restriction. That loose control online is what the app is delivering and we wanted to highlight that only to the parents through the radio - You need to keep an eye on what your kids view online.

Describe the strategy.

We had the parents in mind when developing the radio. The reason behind that is that parents are responsible for their kids activities and actions. This generation of parents did not grow up with internet fully available – internet was limited to reading news, doing a project or downloading a song. With this speed of internet and wide variety of content available, it’s a completely different animal. Kids browsing YouTube for example can go from watching a kids song/show to a video showing a stranger eating glass or jumping from the roof. We wanted to bring it home and make that danger tangible for the parents to sense and in turn, do something about it.

Describe the execution.

The Radio was released alongside the campaign introducing our target audience to the app. It highlighted to the parents some of the dangerous things their kids can watch online. But the problem was that we did not want to promote those dangerous topics to the kids while doing so. As we grow older, we lose the extreme ends of our hearing spectrum. So in collaboration with audio technicians and radio stations, we engineered our ads to include a high and annoying frequency (of 19,000 Hz) that masks the voiceover for kids. Preventing them from hearing our message to parent.

List the results.

• Action/business results – sales, donations, site traffic, achievement against business target • Outcomes/awareness - change in behaviour, reach, public opinion, content response The app itself managed 827,000 downloads so far, regularly ranking in the top downloaded apps in the country since its release. The app also scored 4.6 out of 5 overall with 95 percent positive views