Innocent Kids

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innocent

An interactive and ever-expanding online innocent world for kids

background

innocent Kids is the children’s brand of innocent Drinks. The product range includes fruit tubes, smoothies for kids and the recently launched ‘juicy drink’.

Taking on a new direction for the innocent Kids brand, our brief was to create an interactive and ever-expanding online innocent world for kids aged 4-9. Incorporating the innocent characters and current work, the site would integrate seamlessly with a fully integrated campaign featuring 3D cinema, TV and significant offline activity such as in-store promotions. While previous campaigns have each been designated a purpose-built microsite with a lifespan of approximately three months, the new site is designed to adapt to multiple campaigns and evolve over time.

what we did

We wanted to create a site that strikes a perfect balance between offering immersion and engagement, whilst providing longevity. The site plays host to a huge amount of fun and interactive content for kids, including games, hidden areas and downloadable activities. Kids are rewarded for engaging with the site’s features and are challenged to win prizes by reaching the top of the points leader board.

In addition to the website, we produced an online ad campaign strategically placed on leading children’s websites as well as developing an iPhone and iPad app – a first for the Kids brand. The app allows children to continue their adventure with the innocent world wherever they may go, and featured one of the most popular games from the website, specifically rebuilt for the Apple devices.

client

what they say

2011 is a huge year for innocent Kids. We’re investing in digital to create long term relationships with kids and parents. Through the ever-expanding site for kids, we’ll generate lots of really engaging digital content for kids giving them an immersive experience of the innocent gang and compelling reasons to explore the site and the apps.

Gurdeep Loyal
Customer Marketing Manager, innocent

results

The website has been a big hit with children aged 4-9 and continues to be an enriched experience for kids with 28,120 unique visitors to the site to date and over 116,000 game plays (20th June 2011).