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Playhouse Media2017 Credentials
Engaging with an active family audience
• A Playhouse is a large purpose built indoor play centre
• All sites feature three key areas
− Large ‘Over 5’s’ play area
− Smaller area for ‘Under 5’s’
− Café & seating area for parents
• Popular with both parents & kids
• An affordable, safe environment
• Engage in active play
• Great facilities
What is a playhouse?
• A growth industry in the UK
− 6 in 10 parents use Playhouses
− 6% growth year-on-year
− Unaffected through recession
• Key factors in popularity
− Convenience
− Affordable; value for money
− Parents acknowledge importance of active play for their kids
− Unpredictable UK weather
− A social environment for both kids and adults
Popularity
• 1.5 million kids & 1 million parents visit each month*
• Venues & facilities cater for kids aged under 12 & their parents.
• Broad demographic spread
− 66% of adult visitors are mothers
− 86% visit with more than one adult
− 50% arrange to meet with other parents at the venue
Who Visits?
Core target market
Children in Playhouses
0-4 years 5-9 years 10+ years
39% 40%
21% Reflecting the core target market for playhouses of under-10s, the most frequent visitors are parents with children aged 0-4 and 5-9
Source: Mintel Report - sample 2000 parents who regularly visit play houses
Adults in Playhouses
• 85% of parents aged between 25-44 year olds
• Parent demographic: 57% ABC1, 43% C2DE
• 60% of all playhouse parents work full or part time
• 4.8 million UK households have children between 0-8 years old
• 3.8 million UK households with children between 3-8 years old
Source: Mintel Leisure Intelligence/ Boomerang campaign research
10%
47%38%
3% 2%
16-24 25-34 35-44 45-54 55+
Core target market
• A Playhouse is a large purpose built indoor play centre
• All sites feature three key areas
− Large ‘Over 5’s’ play area
− Smaller area for ‘Under 5’s’
− Café & seating area for parents
• Popular with both parents & kids
• An affordable, safe environment
• Engage in active play
• Great facilities
Communication Opportunity
D6 6-sheets
Media formats designed to entertain, engage & stand-outOur Media Portfolio
Ambient Sampling
• 50 x high impact 55” D6’s across 50 play centres
− 10” spot, 1 in 6 rotation
− Day-part & day-of-week campaigns are available
− Full motion dynamic content
− Situated in high footfall areas like the café or reception area
• Reaching 125,000 parents and 190,000 children aged 0-11 every 2 weeks
PHD6
• Largest format available, providing excellent stand-out & cut-through
• Prominent in each venue
− High footfall
− Long dwell time
• Two panels per venue
− One located by café area & one by play area
− Provides the option of a ‘parent’ or ‘kids’ buy
• Domination available
6-sheets
• Creative formats designed to deliver your message at the ideal time during the visit
• Engaging formats for both parents & kids
• Information delivery to receptive & ‘information hungry’ parents
• Take-home media for later use & referral
Ambient
• Deliver your brand directly in to the hands of your target audience
• Playhouse environment provides exclusive targeting of parents & carers
• Reach peer groups & encourage conversation amongst parents
• Brochures & catalogues can be delivered to parents to be read & referenced on-site
Sampling
50p off coupon4.2% redemption
£1 off coupon11,000 (6%) redemptions
36% unprompted
Response & Recall FiguresMedia Effectiveness
106 test drives255 brochure requests
1,000 competition entries3% redemption rate
50,000 samples
Response & Recall FiguresMedia Effectiveness
Mattel - ‘Bob the Builder’ Vox PopMedia Effectiveness
Environment: Playhouse
Media: 6-Sheets Campaign: National
To support the relaunch of Bob the Builder, Mattel wanted to reach children aged 2-5 and their parents in a fun environment.
The challenge
Ran a 6-sheet campaign across playhouses nationally. The posters were situated in key areas in each centre to reach younger children and their parents.
What we did
Mattel were delighted with the campaign, click here to see a Vox Pop video from Gambado Chelsea.
The results
With the summer holidays arriving and parents looking for ideas for things to do as a family, Cineworld took advantage of the high footfall leisure centres, shopping malls and play houses offer to promote their family movies. They utilised 6-sheets and D6’s to communicate with parents at key times throughout their visit, such as sitting in the café or by the swimming pool, to drive them to a nearby Cineworld.
Cineworld
In order to promote the new ‘Top Cat’ film in front of a child & family focused audience, Warner Brothers tapped into our active family pack. 6-sheet posters were positioned across the playhouse & leisure centre networks to communicate with their target audience at a time when they would be thinking about planning future activities.
Warner Brothers
Lionsgate wanted to promote the release of the film ‘Miniscule’ amongst young families. They utilised 6-sheet posters in our playhouse network & impactful D6 displays in shopping malls within close proximity to VUE cinemas, thus reaching families at a time when they would be thinking about their next leisure activity.
Lionsgate
AstraZeneca, a pharmaceutical and healthcare company, wanted to raise awareness of their free flu jabs available for young children. They wanted to target parents, and our playhouse network was the perfect opportunity for them to do so. They used 6-sheets across the network to communicate with parents at a time when their children are front of mind.
AstraZeneca
We helped promote the Lego’s Junior range amongst young boys & girls during the Xmas holidays. The campaign featured a competition to win a set of their choice - with 600+ entries across 20 venues - as well as activity sheets & sample boxes to engage the children.
Lego
Bear Foods wanted to encourage trial of their Alphabite cereal range. As such, we distributed 50,000 samples in playhouses, which were supported by child-engaging activity sheets and a money-off coupon for mum to utilise later. Some centres also received a visit from ‘Bear’, which proved extremely popular!
Bear
Weetabix promoted their new banana flavoured variant, running a sampling campaign with an interactive unit, that encouraged parents to enter a Facebook competition by uploading pictures of their kids interacting with it. 50p off coupons drove subsequent purchase.
Weetabix
Vita Coco wanted to reach families with young children to promote their Kids variant. Playhouses were the perfect environment and we ran an active sampling campaign with ambassadors handing out drinks and 50p off coupons.
Vita Coco
Boots used playhouses to reach mums and dads in the cafe area at a time when their children were front of mind. They distributed leaflets with information and ‘top-tips’ on school children's healthcare, along with products and services available at Boots.
Boots
ToysRUs were looking for a way to get their new Christmas catalogue directly into the hands of children and their parents. Our playhouse network provides a rare opportunity to communicate with both children and parents at the same time when family is front of mind. We distributed Christmas catalogues in high footfall areas of play centres, encouraging parents to read the catalogue whilst waiting for their children and then take it home.
Toys ‘R’ Us
• Playhouses are an affordable, safe & fun environment for parents to take their kids for active play
• Parents visit regularly, meeting friends & staying for over an hour
• A variety of media formats are available to allow you to communicate specific messages to the right audience at the right time
• The nature of this environment & the media available, allows you to achieve stand-out away from competitor brands
Summary
