Coolabi is gearing up for the launch of its exclusive #ClangersForKindness campaign, an initiative billed as its biggest creative marketing run for the hit Clangers brand.
The campaign has been developed to help kids and parents alike spread kindness through carrying out unselfish acts over its course.
Clangers for Kindness is a full marketing communications campaign taking in TV and radio advertising, YouTube, PR, sponsorship, digital, social and blogger interaction.
The campaign is the pinnacle of twelve months for the acclaimed pre-school series, which has seen Clangers win multiple international awards including a BAFTA, consistently hit No.1 in the ratings and launch 52 brand new episodes of the magical series on CBeebies.
Two ads will be produced, one brand and one product, which amplify Clangers’ feel-good, positive and altruistic messaging, and support product sales. Plus, in addition, two unboxing films will launch simultaneously on YouTube.
The creative ads, which will be shown on TV, and shared via YouTube and Clangers’ social channels, set the tone for the full campaign and are based on the show’s integral theme of kindness.
The radio campaign, due to hit 80 stations in November, including Heart FM and Magic FM, will feature Clangers for Kindness listener stories, supported with retail vouchers and Clangers prize bundles.
A publicity campaign will reveal in-depth research into kindness in the UK, surveying families of pre-schoolers to find out more about how to nurture kindness. The findings are supported by a child psychologist and evidenced in the brand ad content, in which children explain what kindness means to them.
PR will support product sales for Christmas, and a gifting media relations campaign for previews and reviews is already underway.
Clangers social media channels are using #ClangersForKindness to share the kind things that Clangers fans do and suggest ideas of how to ‘Be a Kindness Star’ creating and sharing kindness with others.
Mumsnet is running a sponsored campaign centred around a discussion on kindness and there will also be a blogger campaign, to drive product reviews and competitions.
Clangers first introduced the kindness theme this Spring at Britmums and the brand has been spreading kindness across the UK on a nationwide tour of family-friendly festivals reaching thousands of young children and families.
Coolabi Group is working with Kindness UK, the benchmark organisation for unbiased information about kindness.
Founder David Jamilly comments: "The value of kindness cannot be overstated enough, both in today’s world and whatever world the future brings. We’re very excited that the Clangers are spreading the kindness message.”
Jeremy Banks, Chief Executive, Coolabi Group, comments: “Our new multi-platform creative marketing campaign, centred around kindness, is Clangers’ biggest and most exciting initiative to date. It is set to make a huge impact in the market and we’re completely delighted to be launching it with Kindness UK, to spread the Clangers message in such a positive way.”
The marketing campaign will launch on digital and social from 21October, TV will run from 1stNovember, radio from 7thNovember, with ongoing press, publicity and social throughout.