JIWOO KWON
"ALEXA, Take us to the Cabbage Patch Kids World!"
Role: Advertising Strategist / Participation: 80%
Problem: Cabbage Patch Kids wanted to reach out to the children again with their USP (each having unique features and getting "adopted") but couldn't find a breakthrough.
Solution: Combining Cabbage Patch Kids' special features, Amazon Alexa voice skills and newly created : the integrated map
allowing the Cabbage Patch Kids to educate children about different cultures.
Specifically to multicultural families' parents that want their children to share the same cultural values as them.
INTEGRATED MAP
Packaging and Product features
Add specific details to each dool to reinforce their uniqueness.
Each doll will come with traditional clothes and the packaging will vary accordingly.
Including the interactive mat specially designed for each nationality and correlate with their own background story.
VOICE SKILL
Listen to the prototype clicking on the play button
Try the voice skill on voice flow by clicking on the Cabbage Patch Kid
CAMPAIGN POSTERS
Posters strategically positioned around the main international schools, language schools, institutes of culture,
museums that have a dedicated area for children such as the National History Museum.
Poster copy : "Your Culture, your world" in the language of the Cabbage Patch Kids' nationality
PARTNERSHIP WITH NATIONAL GEOGRAPHIC KIDS
Feature the Cabbage Patch Kids Skill as an insert in the magazine.
Every monthly issue will be have an additional piece that can be torn off and added to the interactive mat.
This extra piece is used to extend each story and guarantee user loyalty.
ADDITIONAL PIECE TO THE MAT
NATIONAL GEOGRAPHIC KIDS MAGAZINE
National Geographic Kids will be mentioned and promoted under the description of the voice skill
COLLABORATION WITH EMBASSIES
Working with the emabssies in London, creating events dedicated to children and families.
Hosting it during Children's Day, Cabbage Patch Kids Play Space will highilight unique cultural experience.
The space will include the interactive mat at a larger scale for families to also play together.
To Promote, using Embassies' exisiting resources,
specifically the Embassies' websites and Facebook Group Communities
