Communicates complex learning processes in a child-friendly way
The development of reading and listening skills in preschool children is a complex process that involves combining sounds, sounds and images as well as distinguishing between different voices. The challenge was to sensitize parents to these important development steps and at the same time establish Audiobook Hamburg as a trustworthy partner for the start of reading. This should reach both parents and children without media disruption.
Two-stage media mix in a familiar environment
In order to achieve maximum reach with minimal wastage, KB&B developed a sophisticated media strategy that picks up families in their usual media consumption. The concept is based on the strategic use of the established “Little ICE” cosmos as a trusting environment for family communication.
Strategic implementation in detail
Print presentation in MiniLok: A quarter-page ad in the popular “Media Tips” section makes use of the high credibility of editorial recommendations. The child-friendly design with integrated QR code enables a seamless transition from print to digital experience and takes parents directly to the audiobook landing page.
Audio advertising in the world of radio plays Strategically placed 30-second pre-rolls before all episodes of “The Little ICE” reach the target group in a relaxed listening situation. The auditory speech in a familiar audio drama environment creates trust and arouses interest in interactive sound journeys without disruptive media breaks.
Wide range for a small budget
The combination of visual and auditory presence made it possible to successfully position audiobook Hamburg as a competent companion for the start of reading:
- 125,000 families were reached via the MiniLok display
- 10,000 audio streams generated direct contact with the target group
- Media use of 5,100 euros ensured cost-effective campaign execution
