Best Kids @ Award by Hakim Zemni, Managing Director InSites Consulting Belgium at the VIACOM Identify Kids Day on Thursday June 5, 2014 in Technopolis (Mechelen - BE).

1. BEST
KIDS@
Succesfull Ads
for 8-12 year olds
@HakimZemni

2. I have a passion for media, politics, music & movies. I am happily married, a proud
dad, a mediocre soccerplayer and a great facebookfriend 
I am often described as ‘an opinion on 2 legs’. I love my job because I’m
fascinated by the question “why do people do what they do?”
hakim@insites-consulting.com
@hakimzemni
be.linkedin.com/in/hakimzemni
@hakimzemni
THANKS FOR HAVING ME
@hakimzemni

3. May 2014, online questionnaire
n=253 8-12 year olds
50/50 boys & girls
50/50 Vlaanderen & Wallonië
30 commercials
@hakimzemni
BEST
KIDS@

4. 30
Commercials?
Period: April 2013 – March 2014
Aired on:
&
Shortlisted by a professional jury
(Viacom – SBS – Media Agencies)
@hakimzemni

5. Building
Blocks
@hakimzemni

6. LIKEABILITY
How likeable was the commercial?
@hakimzemni

7. PERSUASION
How persuasive was the commercial?
@hakimzemni

8. SHAREABILITY
How likely are you going to talk about or share this commercial online?
@hakimzemni

9. LIKEABILITY
PERSUASION SHAREABILITY
@hakimzemni

10. LIKEABILITY
PERSUASION SHAREABILITY
Benchmarks (/10)
6,8
6,5 5
May 2014, online questionnaire
n=253 8-12 year olds
@hakimzemni

11. And the nominees are… (in random order)
@hakimzemni

12. Nintendo
@hakimzemni

13. Nintendo
J’aime les frères Luigis
depuis très longtemps.
Je veux la Nintendo.
Maintenant. Aujourd’hui.
C’est nouveau. Je
suis au courant
maintenant.
@hakimzemni

14. Kellogg’s Trésor
@hakimzemni

15. L’appli téléphone est super
aussi. Et gratuit.
Ils sont fous ces trésors.
Les corn flakes bougent.
C’est marrant.
Ca me fait
rigoler.
Kellogg’s Trésor
@hakimzemni

16. Electrabel
@hakimzemni

17. Electrabel
De puppies zijn net babies.
Zoooo schattig xxx
Ik heb zelf zo’n hondje.
Lijkt wel of het mijn hondje
is die in de spot zit.
Is een vervolg
op vorige spots
@hakimzemni

18. LIKEABILITY
PERSUASION
SHAREABILITY
76% watches at least 1hr/day TV
May 2014, online questionnaire
n=253 8-12 year olds
The product is the king.
Tell them something they don’t know yet.
Identification & recognition are key.
Animation & antropomorphism.
Comedy rules.
Link it to an app/technology.
When in doubt, get a pet.
@hakimzemni

19. And the winner is…
@hakimzemni

20. Kellogg’s Trésor
@hakimzemni

21. BEST
KIDS@
Succesfull Ads
for 8-12 year olds
@HakimZemni