Kinder

Pigiama Klub: a sleepover becomes an impactful experience

A sleepover is a unique moment: a childhood dream and a major commitment for parents. Answering the needs of young and old alike is Kinder Chocolate with Pajama Klub, the Digital Community that helps create unforgettable experiences.

Adults and children have loved Kinder Chocolate for more than 50 years. It believes that little moments that seem big to children, especially the time spent with parents, even just a short amount, mean so much to them. With children, the smallest moments are actually the biggest.

YEAR

2020

WHAT WE DID

Experience Strategy
Research
UI Design
Website
Video Photo Production

Challenge

New Experience.

Kinder Cioccolato proposed a new challenge: to engage its consumers with relevant activities in which the brand was able to help build new, unique moments of relationship between parents and children. Caffeina transformed one of the most beloved activities for children, the pajama party, into Pajama Klub.

Solution

A real impact.

We started with the occasions when parents and children strengthen their bond through special activities, confirming pajama parties as a fast-growing trend with already sustained numbers, as evidenced by the more than 100,000 searches in the past 12 months on Google for the topic “Pajama Party.”

We asked ourselves what the best way to oversee this territory, offering concrete help, is. Children dream of a fantastic sleepover, but parents, increasingly immersed in busy lives, need guidance and help to organize this special party.

Our answer was Pajama Klub, a true digital community that,generates new points of contact and interaction with brand consumers, aiming to help parents create shared moments with their children.With the work of all areas of Caffeina, we have created an experience that can make a real impact in people’s lives. We did this by providing them with a broad and articulated range of content, all born and produced in Caffeina but not only. Pigiama Klub is not limited to offering parents and children the tools to create their own pajama party. The brand also accompanies them during all stages, becoming an active player in engaging and interacting with new experiences.

Caffeina Kinder Cioccolato Pigiama Klub Il pigiama party diventa una impactful experience
Caffeina Kinder Cioccolato Pigiama Klub Il pigiama party diventa una impactful experience
Caffeina Kinder Cioccolato Pigiama Klub Il pigiama party diventa una impactful experience
Caffeina Kinder Cioccolato Pigiama Klub Il pigiama party diventa una impactful experience
Caffeina Kinder Cioccolato Pigiama Klub Il pigiama party diventa una impactful experience

Consumer Experience.

A true consumer experience, the culmination of work that saw a strategic approach upstream, with the reconstruction of the journeys of different types of consumers, developed into a multidisciplinary path, arriving at an output that was complete and coherent in every aspect.

We supported Kinder Cioccolato at every stage: from the design of the name and logo of the activity and the digital platform that enables it to the creation of every piece of content that allows parents and children to experience a unique personalized sleepover in line with their desires.The launch of Pajama Klub was supported by a creative digital and social campaign with a 15-second launch video and numerous pieces of content to populate the brand’s social media.

Execution

Make Digital Real.

Through months of work, several days of shooting, and the involvement of different professionals, we have created a new digital platform that allows parents and children to create and manage a sleepover, thanks to many ideas and activities to make this moment unique.

In the platform we designed and created:

→ 5 educational activities;
5 dedicated playlists on the Kinder Chocolate Spotify;
5 “snack moment” shots with suggestions on themed snack set-up;
5 video tutorials of themed dances with lyrics and choreography;
10 new games;
15 photo tutorials with shots and directions of each step;
20 graphics for invitations to friends;
36 illustrations to accompany games and activities;
Lots of downloadable materials to help organize activities, games, and customize the party.

Are you in for a new impactful experience?