The 30-second TVC features siblings Brenda (age seven) and Brandon (six) telling each other how grown-up they are and how they wish to make their own style decisions.
Targeting mothers with a secondary group of net-savvy children aged five to 12, the brands aim to position Kiko as a ‘cool’ option for older children.
The TVC runs nationwide until the end of June on free-to-air channels, and will be uploaded to the brand’s website and social media. A 54-second version will be added to YouTube.
CH Yap, general manager for operations at Kiko and Baby Kiko, said today’s children are surprisingly brand aware and able to influence. “This video appeals to the independent side of that segment, positioning Kiko as a brand for grown-up kids,” Yap said.
“This video is a departure from the traditional marketing for the category, which is often limited to quality stories or design collection catalogues,” said Mazuin Zin, managing director of Lowe Malaysia. “Kiko wanted customers and consumers to engage with the brand in a more complex way. Our solution was to let the children do the talking, and celebrate them as their unique, individual selves.”
Credits
Advertising agency Lowe and Partners Sdn Bhd
Client Baby Kiko Sdn Bhd and Kiko Garments Sdn Bhd
Art directors Brandie Tan & Gelo Lico
Copywriter Ramanjit Singh
Agency producer Noelle Goh
Account management team Sailesh Wadhwa, Geraldine Yong and Matrix Tan
TV production house Directors Think Tank
Film director Jelise Chung
Executive director Tek Nam
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