What do you call a
consumer who wants to buy everything you have, doesn't care what it costs and
is less than five feet tall? A marketer's dream? Nope. You call them
kids. - AdRelevance Intelligence Report, 2000
The aim of the communications specialist is always to come
up with that bright single-minded proposition which would reach out straight to
the target audience. Then there are seldom of those, who think out of the box to
break the clutter. Instead of directly talking to the target audience, they
decide to reach out to the one and only influencer who have the power of
emotions. Earlier it was always the man of the house or the parents who were
thought to be the decision makers. This has changed with so many screens
reaching out the kids. Now they are far more knowledgeable about various
products and services available in the market. In fact, the industry catering to specific
kids demands has grown exponentially in the past.
Parents from the earlier generation would decide for their
children. Now due to the exposure to television and internet, children are well
informed. In addition, parents also feel that if kids take small decisions on
their own it would help them decide and add to the developmental learning
process. However, the marketing experts may call it the “nag power” or “the
pester power” which can force parents to give in or at least listen to what the
kid has to say. In New Zealand, the government is concerned about the tactics
used by the marketers to sell junk food to the kids. With toys, stickers and
other give aways bundled with the meals, it’s more attractive for the kids. Packaging
also plays an important role, the way they are designed to draw attention and
attract customers.
Kids these days can talk about the latest apps and the key
features of your smartphones. They can at length describe the ingredients and
the offers available in the nearest fast-food joint. Even take you on a verbal
walk through of their video game with exact descriptions of the characters and
their moves and the settings of the game. You might have even heard stories of
parents asking the kid to decide the colour of the new car which they intent to
buy. Due to the high emotional quotient involved, many advertisers prefer to
target the kids in the family to get the message across to the parents. Below
are some ads which have tried to do the same which has been termed as
kidfluence reaching out to the generation Y, tweens or the teens.
New World Little Shop Collectibles Commercial
Mitre 10 - Kiwi Vs Aussie Kids Commercial
Drug Driving Video Viral
NZ Get Thru - Kids Know Best Commercial
McDonald's Despicable Me 2 Global Ad
