CHA-CHING MONEY-SMART KIDS

TitleCHA-CHING MONEY-SMART KIDS
BrandPRUDENTIAL CORPORATION ASIA
Product / ServiceFINANCIAL LITERACY
CategoryA04. Best Use of Brand Sponsorship Integration (where there is no product overtly displayed in the film,
EntrantPRUDENTIAL CORPORATION ASIA Hong Kong, HONG KONG
Entrant Company:PRUDENTIAL CORPORATION ASIA Hong Kong, HONG KONG
Contributing Company:PRUDENTIAL CORPORATION ASIA Hong Kong, HONG KONG
Contributing Company:TURNER MEDIA SERVICES Hong Kong, HONG KONG
PR Agency:OGILVY PUBLIC RELATIONS WORLDWIDE Hong Kong, HONG KONG

Credits

Name Company Position
Con Apostolopoulos Cartoon Network Asia Director/Sponsorship And Promotions
Peter Capel Cartoon Network Asia Senior Producer
Ah Jin Jung Cartoon Network Asia Regional Account Manager
Dr. Alice Wilder Education Specialist
Sean Rach Prudential Corporation Asia Regional Director, Brand & Corporate Affairs
Maggie Ng Prudential Corporation Asia Regional Manager, Digital Media

The Campaign

Following the global financial crisis, financial literacy and how to gain it became a significant concern for families and governments across Asia. Previously developed programs to answer this need have have been either transparently self-serving or so dry that that lacked in real entertainment value. Based on our research findings, we sought to drive family engagement and interest in our program by applying “edutainment” practices that combines music, animation and visual humour to draw and sustain the attention of children with a carefully managed branded entertainment experience (minimal branding facing children, stronger branding on elements facing parents.) The unique partnership and creative relationship with Cartoon Network ensured that the elements (on-air and online) were seamlessly part of the Cartoon Network programming and website. This approach applied not only to the music videos that aired on Cartoon Network but also to a platform video game (based on the gameplay of Super Mario Bros.) which was infused with money smarts. In addition, the Entrepreneur music video allowed us to expand this concept into a virtual business game (lemonade stand). This approach has allowed us to effectively reach Asian families with positive feedback (and soon to announced endorsements) from governments, educators and NGOs.

Results

Cha-Ching Money Smart Kids is the first fully integrated, multi-country, multi-platform program to help children learn four fundamental money management concepts – Earn, Save, Spend and Donate - and the choices children make when managing their money. Cha-Ching uses engaging, age-appropriate, musical animation with additional resources for parents, kids, and educators. Core Objectives Included: 1) Develop an engaging and effective financial education program for children (aged 7-12) and their parents, 2) Reinforce the importance of financial education among our target audiences (Asian families with kids (aged 7-12), educators, education-focused NGOs, and governments); and 3) Position Prudential as focused on families and committed to improving financial literacy in Asia. Research: Prudential commissioned research in seven Asian markets (Hong Kong, Singapore, Malaysia, Indonesia, Vietnam, Thailand and the Philippines) to better understand parents’ perspectives on their children’s money management skills. Key findings included: • 95% of Asian parents said kids should learn money management skills • 98% of Asian parents said teaching children money skills starts with them • Only 13% of Asian parents consider their kids’ money skills to be very good • 94% of Asian parents would use a TV/ Internet entertainment program that teaches money management skills. Mass Reach and Production Excellence: Prudential teamed up with Asia’s number one channel for kids, Cartoon Network, to create this unique, immersive learning experience to inspire kids and bring the concepts to life. Children’s Educational Expertise: To ensure the program content would be meaningful for this target audience, Dr. Alice Wilder (Blue’s Clues, Super Why!), the Emmy-nominated, internationally recognized, children’s education specialist joined the team. Cha-Ching leveraged her insights that children learn through play and that repetition is key to increase comprehension and retention. The branded entertainment solution deployed an integrated approach including on-air, online, social media, public relations, and school programs.

On-Air: A series of ten, three-minute animated “music videos” were created and aired during station breaks after school on weekdays and on weekend mornings during Cartoon Network highest rated programs (e.g. Ben 10). The concepts are communicated in story format, told and sung to kids through the Cha-Ching band. Digital: A robust website (www.cha-ching.com) was developed to extend and enhance the experience online. The site features games and applications that engage children in real-life money management scenarios and reinforce the episode key messages. School Contact Program: Cha-Ching has gone to school in partnership with educators and education focused NGOS.

• Develop an engaging and effective financial education program for children and their parents - 4.5 million households reached (Cartoon Network broadcast) - 34 million website pageviews - first 10 months - 15 minutes average website visit duration - 900+ children and 50+ educators reached in 5 school events. 30 more planned for 2012. • Reinforce the importance of financial education to our target audiences - Generated coverage across consumer, business, and trade media: - Audience reached thru February: 1,179,029,354+ (includes China due to Hong Kong media) - Number of News Clippings: 152+ - Ignited financial literacy conversations online (i.e., parenting blogs, Facebook, Sina Weibo, etc.): 60,000 FB fans, 20+ Blog posts. - (Endorsement announcement pending) Department of Education - Republic of Philippines • Position Prudential as focused on families and committed to improving financial literacy in Asia - Positive program feedback including interest from educators, parents, NGOs, government officials and even competitors. - (Embargoed Award Notification) Excellence in Financial Literacy Education Award for Children’s Education Program of the Year (April 18, 2012) - Further supported Financial Literacy in Asia by sponsoring and speaking at the CITI-FT Asia Financial Education Summit. - A pre and post launch survey (conducted in June 2011 and April 2012) shows the double digit increases in awareness of the four basic concepts: EARN, SAVE, SPEND, DONATE