MEDIA-I: New media choice - Brands' Junior Club

Site: www.bjc.com.sg The kid's section of the site is a fun way to get kids to interact with the brand. It cleverly uses loyalty marketing by allowing children to redeem caps for free prizes - like a trip to the zoo. Full marks to the e-marketing team. The design looks and feels like a kid's site, however strays too far from the parent brand, which is not such a good thing. The home page could also have benefited from some interesting sounds when users click on the different icons. The site consists of four games. All allow the user to e-mail them to friends, however an incentive to send the games to a friend would get the Brand's kids community working a little harder. The application that allows kids to create their own comic or story is zany and has great entertainment value, however it can be found on a number of kid's sites. Had the creative team pushed the idea a step further and related the site back to the brand in a more relevant way, it may have had a stronger impact. The 'Fun with Music' page really works. E-marketing for FMCG is not only about interaction, but also about building a unique relationship with customers. The Save Mother Hen game holds no surprises - classic shoot-the-bad-guys scenario. But at least it relates back to the brand. The DB collection feature could be enhanced. Perhaps that's Phase 2. The TVC's all have a sense of style that is unique to the product. Unfortunately kid's sites try to mimic other kid's sites instead of developing their own illustrative style - this one is no different. The next step might be to progress to a look that can be owned by BJC.

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