Kidzee, the leading chain of pre-schools from Zee Learn, was facing a unique challenge. While the chain had set up more than 1,500 pre-schools across 550 cities across the country, there was a lukewarm response among potential franchisees from some areas. Bhubaneswar in Orissa is one case in point.

To attract the attention of prospective franchisees, Zee Learn decided to tap the ATM network of Indicash to hunt for prospects who would put in anywhere between ₹12 lakh and ₹15 lakh in a Kidzee franchise. Indicash, a Tata Group company, which specialises in white label ATMs (that are not operated by individual banks) had a network of more than 5,500 ATMs deployed across 22 states and 3,000 towns and villages. These ATMs also doubled up as media vehicles for brands to put their advertising messages.

In areas where it needed to beef up the presence of Kidzee, the company decided to brand Indicash ATMs. Abhinav Upadhyay, Head – Marketing & Innovation, Zee Learn, says that the response from potential franchisees was overwhelming. In fact, Zee Learn has become such an advocate of the out-of-home medium that it is now considering the use of Indicash ATMs for advertising to parents of pre-schoolers, to enrol their children with the local unit of Kidzee.

This has not been the only occasion when Kidzee has used the out-of-home medium. When Kidzee had developed its proprietary learning tool ‘Interactive iLLUME’, using which every child learns and develops according to their unique potential, it had to popularise the concept among parents. This time it opted for a road show in 90 cities spanning 20 States. “It gave consumers a chance to engage with the brand and ensured that parents get a first-hand experience of the curriculum,” says Upadhyay. The programme for the road show was popularised through announcements made earlier in the day in the surrounding areas and getting prospective parents to assemble in a local park. This is where Kidzee came across its next outdoor idea. In the road show the company had kept inflatable bouncers which engaged children while their parents were going thorough the curriculum.

The children enjoyed the bouncers so much that Zee Learn decided to introduce play equipment in housing societies for outdoor branding opportunities. Upadhyay points out that the company has sponsored park equipment at housing societies in Mumbai and Kolkata. Of course, the park equipment comes branded in the bright colours of Kidzee. In the past, as Upadhyay says, the company would have to pay a fee whenever it had to set up a kiosk or do any publicity inside a housing society. Then there was the trouble of taking permissions every time.

Now, at least in the housing societies where Kidzee has installed the play equipment, the brand is welcomed with open arms. Sometimes the outdoors could help in opening new doors.

Related Topics