Lead agency: Unity
Who came up with the idea?: Unity
Who signed it off client-side?: Caroline Fredj
Who delivered it?: Unity
Ribena and Unity wanted to help mums keep their children entertained during the August Bank Holiday for less than the cost of a tube ticket.
Enter the Pocket Playground – a travel-sized treasure trove of eight low-cost items (costing £6.12), and 50 ideas for how to use them, crowdsourced from the members of Netmums.
Statistics from the “Ribena Plus Play” report were also included, revealing the cost of modern play, the rise of screen based play, and the decline of traditional open play.
The pack gained 45 pieces of coverage in a week, including 8 nationals, 8 broadcasts and 7 pieces with the target audience themselves: mummy bloggers. The highlight was a double-page spread in The Daily Mail of a journalist trying out the Pocket Playground with her kids - who absolutely loved it.
If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). The deadline was 8 February 2013, but there's still a bit of time if you want to get something in pronto.