At a time when manufacturers try hard to attain out to the distracted clients, Kidzania is providing a platform for the marketer to easily connect with their future consumers, youngsters, thru experiential advertising.
Brands along with Big Bazaar, Yes Bank, Kinder Joy, Carnival Cinemas, Frooti, Camlin Kokuyo, L&T Mutual Fund, Nerolac, Nutella, Coca-Cola, Club Mahindra, Chocos, Aquaguard, Parle Agro, Pepperfry.Com, Radio City, Parachute and Viacom are amongst the ones who’ve tied up with KidZania. Exchange4media spoke to Mandar Natekar, Chief Business Officer, Kidzania Mumbai, on how the usage of the concept of experiential advertising within the international of edutainment sowed the seeds of success for Kidzania, their partnership with brands and more.
Natekar says that children are clever. They want to experience the actual world and frequently try and slip in to their dad and mom’ role and wish to behave like an adult. He feels that technology has divided the households and turned circle of relatives members into solo performers. “For instance, on the weekend, one could find a father on Netflix, while mom could be looking something else and the child perhaps might be engaged on Internet. The family has been quite simply divided underneath one roof. However, Kidzania welcomes the deeper engagement of circle of relatives. The platform permits brands to deeply connect to youngsters, who are future purchasers.”
Explaining how the world of experiential advertising and marketing features at Kidzania, Natekar says, “We efficiently constitute a combination to marketers, that is family. So while one comes internal Kidzania, they might see kids and their mother and father concerned in deeper engagement. When you look nowadays at different systems which includes TV or Internet, they have their very own constraints. Both are linear mediums.”
When asked how difficult it’s far for manufacturers to goal children aged five-15 years, Natekar shares, “The sweet spot is 6-14 years of age. That is a distracted audience. It’s difficult for them to take a seat in one area and it’s miles very hard for manufacturers to target them. But while you come to Kidzania, the arena is unique. The baby becomes the owner and takes the onus to get worried in actual stories, proper from flying a plane to working in a biscuit manufacturing facility. And the engagement at that importance gives a logo a captive target market where the consumer has crossed the paywall and come via a preference.”
He keeps, “At Kidzania, the manufacturers get to paintings with youngsters at a better degree wherein the kids can have interaction deeply with the emblem, examine and know the tale at the back of the brand. The brand receives to speak to the youngsters in a friendlier manner. What might be a better platform than this where the minimal engagement an infant has with an emblem isn’t less than 4 hours.”
At Kidzania, manufacturers tell stories in an embedded and incorporated way. The tales are advised in a ‘contact, experience and make’ manner.
Natekar shares that it was initially difficult to convey manufacturers on board. However, with a clear approach, it eventually occurred.
Talking about how manufacturers like Yes Bank, Parle, Byju’s, Coca Cola, Parachute, Dettol, Viacom, Maruti Suzuki, Bajaj Electricals got associated with Kidzania, Natekar says “Kidzania is about hyper-branding. It isn’t approximately ROI. We aren’t Print, or TV or Digital medium. We are a platform that offers manufacturers a hazard to interact with customers in an experiential manner. If you are an emblem with a motive and a tale to tell, allow us to help you layout experience for you to tell that tale.”
“We inform manufacturers to no longer take a look at it as an advertising interest. They must study it as their asset and that’s while an amplification could happen. It isn’t always about being present right here, but how brands use that presence and amplify it,” he adds.
Sharing insights about how fruitful it grew to become out to be for brands to be related to Kidzania, Natekar factors out, “It has been extremely useful for brands. For example, if you communicate approximately Kellogg’s, a child is watching a commercial approximately how cereal is made or what all is going in the back of making it. But at Kidzania, while the equal toddler gets to walk internal a manufacturing unit and is engaged in the production work and get an arms-on revel in to make that very cereal, it makes all of the distinction. On TV, the advert may go together with the flip of the channel, but the revel in of creating it stays with the kid.”