KidKeeper: a bracelet for children with an embedded GPS signal that allows parents to locate family members at crowded venues: theme parks, stadiums, etc. The unit sends signals to parent's smartphone and kiosks throughout the venue.
Consumer want/need: peace of mind, relief from the anxiety, even tragedy, of a missing, lost, or kidnapped child.
Creative outdoor campaign: The idea is based on the observation that children can easily go missing on public transportation, especially during rush hours in busy subway systems like those in metropolitan areas such as New York City. I plan to launch a series of outdoor advertisements that will appear on the exteriors of subway trains, posters and banners within the subway, and customized subway handles. As demonstrated in our mockups, the two versions of our campaign visuals focus on parents with their adventurous children. The visuals depict children on the doors and parents on the trains; when the doors open, the children are hidden, symbolizing the critical moments when everyone is busy entering or exiting the subway, and children are most at risk of going missing. However, there is no need to worry about this issue because, with Google KidKeeper, parents can track their children using the GPS embedded in the KidKeeper bracelet, ensuring the safety of their little explorers and providing peace of mind. The posters and banners reinforce the campaign's message and the product's benefits, while the customized subway handles, designed to resemble bracelets, visually introduce the product to consumers. This design also serves as a metaphor for connection, relating back to the product's purpose.