CHALLENGE/TASK
Family road trips are always demanding, especially for children, who quickly become bored and require more attention as time passes. Parents tend to hand their kids mobile phones or tablets to distract them. Today, children are constantly bombarded with internet stimuli, which, in turn, may lead them to develop an addiction to digital devices.
Our task was to create a campaign that would challenge and engage children and get them to look away from their screens and facilitate family bonding during long trips in cars.
THE HERO
We teamed up with renowned Polish singer and conscious mother, Natalia Kukulska, to create simple, yet effective edutainment.
Together, we came up with 6 word games to entertain children and cultivate parent-child relationships even when travelling.
WHAT MADOGZ DID
We produced 6 videos serving as instruction manuals on how to play all the word games. We also transcribed the concepts into radio spots, so parents could play with their children even without an available screen!
During holidays, which is the peak season for family vacations, we published all 6 videos on Facebook, Instagram, and TikTok, as well as engaged parenting influencers to spread the games online.
To reach an even wider audience, we played the clips on digital OOH screens at train stations and on screens at PKP Intercity trains!
MADOGZ OPINION
The campaign we developed with OTOMOTO, leveraging Natalia Kukulska’s influence, was an innovative approach to tackling the challenge of screen addiction among children during family road trips. By creating engaging word games and disseminating them through videos and radio spots, we not only provided families with a screen-free entertainment option but also fostered deeper connections between parents and children. The results, with millions of engagements across various platforms, indicate that the content resonated well with families looking for meaningful interactions.
Janusz Wróblewski, Communication Director MADOGZ
CLIENT OPINION
– With the launch of the “Trasoumilacze” holiday campaign, we want to point out that time can be spent on the road in a truly creative way, not only by staying safe while driving – by obeying the rules, wearing seatbelts and using child seats – but also by staying digitally detoxed. Word games can involve all passengers and the driver, without having to constantly glance at the smartphone screen. I am convinced that the joint fun to which Natalia Kukulska invites us will make joint journeys even more pleasant and the hours spent on the road will pass in a flash. – says Łukasz Juskowiak, Head of Marketing, OTOMOTO.