Clay Kit

Background

Peek-A-Boo is one of the best playschools in Mumbai. The challenge was to reach out to prospective students and parents in a manner that was not only informational about the methods followed by the school, but was itself an interesting device.

Idea

All the children at Peek-A-Boo are at the age when they’re most impressionable and malleable. So Leo Burnett India created a direct mailer containing six blocks of playdough and an instructional booklet with diagrams of animals. Each of these animals was specifically chosen for their admirable characteristics or traits which would be learnt by the kids. The idea was that the kids with help from their parents would create the animals out of the clay blocks and that the parents would recognise that Peek-A-Boo could help them with their children's development.

Results

The mailer was enjoyed by parents and kids alike. The response was such that a record number of applications were submitted compared to previous years.

Target Audience

Parents with children of pre-school age

Size

The campaign was run locally in Mumbai

Our Thoughts

What a great way to sell a school. Getting parents to make playdough animals with their kids makes an important point about education – it’s a partnership. Also, it should be fun.