Report on Shemaroo

Storytelling goes mobile with over 2 million calls and counting


MUMBAI: We all grew up listening to stories & we surely adore that part of our life since our brains are wired to storytelling. This basic human characteristic created wonders for a Brand - Kinder Joy by Ferrero, when they launched Kinder Joy Story Station.

While Kinder Joy has continued to thrill children by providing an element of surprise with their exciting toys, Kinder Joy Story Station proved to be a disruptive innovation that changed the way the kids and their parents relate to the Brand. Conceptualised by OMD & Ferrero Marketing Team, Kinder Joy Story Station is an on-demand storytelling mobile platform, accessible by giving a missed call on a toll free number 1800 200 4321. The Brand’s mascot - Kinderino introduces the stories which are of 5 minutes each, where children can call and listen to their favourite stories for FREE. When the campaign started last year, they played stories of Disney Princesses & Marvel’s The Avengers, while currently they are playing stories from Land of Sweetopia & Speed Tuners. These stories were not only published in English, but also in 6 other regional languages making it more meaningful and engaging for the kids across the country.

“When we started working on the brief, we were very clear, we wanted to do something which was very unique and never done before. Kids are growing up faster today – and we know their inclination is more on gadgets and technology. With this insight in mind, we created Kinder Joy Story Station. A unique story telling platform which works on voice and is extremely easy to use.” , sums up Mr. Amit Lall, Associate Vice President, Mobile Solutions, Omnicom Media Group.

Research showed majority of kids heard these stories along with their parents, thereby creating strong bonding moments between them. It also indicated that Kinder Joy Story Station helped in increasing purchase intention for Kinder Joy.

“We are proud to be associated with Kinder Joy for executing the Kinder Joy Story Station campaign efficiently. Kinder Joy Story Station is running successfully on the foundation of VivaConnect’s Mobile Marketing platform, handling all the needs of the campaign right from execution to analytics so that the Brand can take data driven logical decisions and maximize ROI. We are excited to continue this journey with Kinder Joy, enabling them to create an unforgettable experience for our future generation.”, says Mr. Vikram Raichura, Managing Director, VivaConnect.

Kinder Joy Story Station campaign has proven to be the first of its kind among the Chocolate and Confectionery category to gain such a momentum in a short span of time. Acknowledgment of this has been received both Nationally & Internationally, at the Festival of Media Asia 2016, Abbys 2016, Mobbys, Maddys, Youth Marketing Forum, Indian Digital Media Awards 2016, Foxglove and Campaign India Digital Crest Awards till date.

While kids continue to enjoy listening to their favourite stories on Mobile, it won’t be long before Kinder Joy Story Station becomes an inseparable part of their childhood days.

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