When facing a very difficult to understand audience – in our case, 4-7 year old boys – it can be really helpful to visualise what you know early in the planning process.
With such a young target, there are very few hard numbers & facts – no coverage on TGI, not much BARB detail, etc.
But we knew that boys of this age were going to be developing really fast, ultimately meaning massive differences in capability to understand & interact with media.
So we mapped out each age in terms of their physical development, their learning & cognition abilities and their relationship with the world & other people. We gleaned info from everywhere we could – development studies, medical websites, parenting guides..
We are still building the presentation, but it’s worked so well to help us understand the audience that we’re going to use it to present with, albeit in a rather more polished format:
Let’s hope the client likes it!
Much props go to Andrew Marsh, Oliver Scargill, Wendy Jim, Emma Foord, Anna Whichello, Sarah Hewitt & Tom Kislingbury for all the ongoing work in populating this & turning it into a campaign
