FEATURE: A MEMORABLE BRAND EXPERIENCE
like vaults, safes and other security devices from GSS. We give children interesting merchandize like walkie-talkies and Sunglasses to make the role-play feel real. Further children are referred to as ‘Security Experts’. They volunteer to safeguard Kidzos, which is the KidZania currency that they earn by taking part in various other activities. They are also asked to visit other ‘businesses’ which are other activities at KidZania and educate other children about the various types of security solutions. They also have the opportunity to collect other children’s KidZos and safeguard them in the safes provided. Taking this one step ahead, we also gift children a small piggy bank to take back home so that the value of saving echoes with them for life. As part of our engagement with KidZania, we are broadly trying to target children as today’s influencers who become tomorrow’s adopters.” Most of the establishments at KidZania leave a scope for a variety of brand associations and there are several brands that are lining up to utilize this unique format. Amol Dhillon, VP, Strategy & Planning, Woodland, expresses his liking for the format, “This is a great concept and opportunity to
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build exclusive relationship with the future generation customers,”he says. According to Rajat Mehta, Group EVP & Country Head, Brand & Retail Marketing, YES BANK Limited, “Unlike Coca-Cola or Cadbury, banking services are bound to have rational purchases and this is the reason why it is extremely critical for us to build a bond with the young market.” “Kansai Nerolac’s experience center at KidZania is another example where a not-for-kids brand is paving the way for a
“Kids can also choose to work at Yes Bank, and this very well makes them understand the nuances of financial services” VirajJit Singh Chief Marketing Officer, KidZania
child’s decision while selecting the colors for their homes,” says Sukhpreet Singh, VP, Sales & Marketing Nerolac. It is called “Nerolac Color your house establishment” and not only do they allow kids to play with their favorite colors to paint and apply textures but also give them necessary health related tips while dealing with paints. For the moment, brands do not have to worry about competition within Kidzania as each category is represented by a single brand and their messages are conveyed in an environment where no other competing brand is present to share the pie. But what remains to be seen is whether children who are being targeted by smart marketers to convey their brand messages, will remain loyalists later in life. Child Psychologist and Special Educator, Ripan Sippy has a different take. “This is a great platform for children to realise their passion which will indeed help them in their future. For brands this might be helpful as kids can influence parents to a great extent, but I am not too sure about the bonding between the brand and the kid a few years down the line,” he says. For now the brands associated with this role-play concept are enjoying their moment in the limelight with many more waiting to join the fray. -ankur.gaurav@exchange4media.com
Pitch | November 2013