&Partners creates new positioning and campaign for Family Zone: The worst product ever invented
Cyber safety provider, Family Zone has teamed up with &Partners to develop a new positioning and creative campaign.
The ‘Cyber safety sorted’ campaign features ‘reverse testimonials’ from people who actually hate this highly effective product: Kids.
Parents on the other hand love Family Zone. It protects kids online, both at home and when they’re out and about on their mobiles. It blocks adult content, allows parents to set screen times across all devices, and restricts access to social media and apps at certain times of the day (or blocks them entirely). The settings apply 24/7 even when a child enters different Wi-Fi zones.
The tongue-in-cheek radio campaign features disgruntled tweens and teens bemoaning the fact they can no longer access what they like at all times of the day and night without restraint. The idea extends to the Family Zone website and an online banner campaign featuring the contrasting child and parent viewpoints.
Charisse Whitehead, Director of Digital Brand Strategy at Family Zone, said “Parents are exasperated trying to find a solution that ensures their kids are safe online, without having to look over their shoulder or confiscate devices at bedtime. &Partners developed a fresh brand positioning that tapped into that frustration in a humorous way we feel all parents can relate to, as shown by the campaign already being highly impactful across radio and digital.”
&Partners collaborated with Family Zone’s media partners, Initiative Perth.
The radio was written by &Partners Creative Director, Dav Tabeshfar and produced by Nick Gallagher at Brainestorm.
The digital assets where designed by Helen Sceales at &Partners and produced by Family Zone’s in-house animator, Katie Sutcliffe.