Kids
Fuhu, a nascent tech brand, approached us with a challenging task: Launch their Nabi tablet in an already saturated market and generate buzz before the holidays. With the insight that kids often steal their parents’ tablets to play mind-numbing games, our strategy was to position Nabi as the ultimate tool for development - a tablet that enriches a child’s education, fosters creativity, and growth. In this imaginative launch spot, we tapped into the magical space kids enter when they turn on their very own Nabi. With fantastical scenes and the tagline “To you it’s a tablet, to them it’s a world”, the creative targeted parents and kids alike.
In the 2nd campaign, we gave the Nabi tablet a voice, a face, and a mission: Cultivate & Celebrate Kid Genius. We searched YouTube for up-and-coming talent with existing followings. We found kid rapper sensation Lil P-Nut The Art of Teknique(young break dance troop), and created a custom rap written by celebrity rapper Cash Money. The kids showcased their “genius” while they demonstrated tablet features. Nabi was ranked #1 best-selling kids’ tablet, sold $1.5 million units, surpassing Fuhu’s original goal of selling $1 million units. My role: STRATEGY/CAMPAIGN IDEA /CREATIVE DIRECTION/ DIGITAL/SOCIAL
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