In the digital age, where children are more connected than ever, the introduction of the world’s first Kid-Safe Smartphone by Safe Surfer and Samsung was a game-changer. Designed to protect children from online danger with built-in Safe Surfer technology, this product needed a unique introduction to resonate with parents across New Zealand.
Stopping Traffic
The primary challenge was to engage an audience of tech-savvy parents and communicate the importance of digital safety for children in a simple, yet impactful way. We needed to break through the noise of typical tech advertising, making our message both accessible and memorable.
The Power of Emojis
We leveraged the universal language of emojis to transform technical product advantages into compelling, relatable stories. As a modern communication style that’s instantly recognisable and cross-generational, emojis are the perfect vehicle to symbolise the ease and effectiveness of the Kid-Safe Smartphone’s protective features.
Billboards and Beyond
We rolled out a series of billboards around high-traffic areas across New Zealand, supported by digital adverts. Half of the billboards featured eye-catching, colourful emojis that conveyed messages of safety, protection, and parental peace of mind without needing too many words.
The remaining billboards featured Kiwi experts, adding credibility to the campaign and reinforcing the message of child safety online.
A Complete Digital Toolkit
The main campaign was complemented by a suite of digital assets designed for coherence and impact. A user-friendly landing page showcased the Kid-Safe Smartphone’s features, while social media posts and templates ensured uniform messaging across all platforms. We also developed a reseller deck filled with key insights and marketing strategies, empowering partners to effectively communicate the product’s benefits. Meanwhile, an influencer pack equipped key personalities with guidelines and creative ideas, enabling authentic and resonant messaging tailored to their unique audiences.
A Bigger Conversation
The Kid-Safe Smartphone campaign immediately resonated with Kiwis, driving engagement through its relatable and visually appealing message. The phone was featured on national television and shared among some of Aoteroa’s biggest influencers – making a lasting impact with parents across the country.
