Education software for children. But who are we really selling to? The parents, at every opportunity we can find them.
Education with others can add to the fun, so we wanted to highlight the collaborative nature of the programs by reaching parents when they are with their kids. This meant heavy TV investments on Nickelodeon, Disney, PBS, etc.
We also targeted parents in transit with large buys on Alaska and United Airlines.
Sometimes, I get to do work that makes me feel wholesome. This is one of those clients :)