Advertising in playhouses allows you to reach an active family audience with children up to 11 years, in an affordable, fun and safe environment. Playhouses are large purpose built play centres split into three key areas; over 5’s and under 5’s play areas and a café/lounge for parents. The majority also run after school and holiday clubs, as well as children’s parties.
Playhouses enable you to access up to 1.5 million children and 1 million parents every month. 60% of parents in the UK visit a playhouse and deliver a varied demographic spread, with an average ABC1 profile of 57%. Playhouse media offers you the chance to influence the main household buyer as 98% of parent visitors are responsible for the weekly shop.
3. • A Playhouse is a large purpose
built indoor play centre
• All sites feature three key areas
− Large ‘Over 5’s’ play area
− Smaller area for ‘Under 5’s’
− Café & seating area for
parents
• Popular with both parents & kids
• An affordable, safe environment
• Engage in active play
• Great facilities
What is a playhouse?
4. • A growth industry in the UK
− 6 in 10 parents use
Playhouses
− 6% growth year-on-year
− Unaffected through recession
• Key factors in popularity
− Convenience
− Affordable; value for money
− Parents acknowledge
importance of active play
for their kids
− Unpredictable UK weather
− A social environment for
both kids and adults
Popularity
5. • 1.5 million kids & 1 million
parents visit each month*
• Venues & facilities cater for kids
aged under 12 & their parents.
• Broad demographic spread
− 66% of adult visitors are
mothers
− 86% visit with more than
one adult
− 50% arrange to meet with
other parents at the venue
Who Visits?
6. Core target market
Children in Playhouses
0-4 years 5-9 years 10+ years
39% 40%
21% Reflecting the core target market for
playhouses of under-10s, the most
frequent visitors are parents with children
aged 0-4 and 5-9
Source: Mintel Report - sample 2000 parents who regularly visit play houses
7. Adults in Playhouses
• 85% of parents aged between 25-44 year olds
• Parent demographic: 57% ABC1, 43% C2DE
• 60% of all playhouse parents work full or part
time
• 4.8 million UK households have children
between 0-8 years old
• 3.8 million UK households with children between
3-8 years old
Source: Mintel Leisure Intelligence/ Boomerang campaign research
10%
47%
38%
3% 2%
16-24 25-34 35-44 45-54 55+
Core target market
8. • A Playhouse is a large purpose
built indoor play centre
• All sites feature three key areas
− Large ‘Over 5’s’ play area
− Smaller area for ‘Under 5’s’
− Café & seating area for
parents
• Popular with both parents & kids
• An affordable, safe environment
• Engage in active play
• Great facilities
Communication
Opportunity
9. D6 6-sheets
Media formats designed to entertain, engage & stand-out
Our Media Portfolio
Ambient Sampling
10. • 50 x high impact 55” D6’s across 50
play centres
− 10” spot, 1 in 6 rotation
− Day-part & day-of-week
campaigns are available
− Full motion dynamic content
− Situated in high footfall areas
like the café or reception area
• Reaching 125,000 parents and
190,000 children aged 0-11 every 2
weeks
PHD6
11. • Largest format available, providing
excellent stand-out & cut-through
• Prominent in each venue
− High footfall
− Long dwell time
• Two panels per venue
− One located by café area &
one by play area
− Provides the option of a
‘parent’ or ‘kids’ buy
• Domination available
6-sheets
12. • Creative formats designed to
deliver your message at the ideal
time during the visit
• Engaging formats for both parents
& kids
• Information delivery to receptive
& ‘information hungry’ parents
• Take-home media for later use &
referral
Ambient
13. • Deliver your brand directly in to the
hands of your target audience
• Playhouse environment provides
exclusive targeting of parents & carers
• Reach peer groups & encourage
conversation amongst parents
• Brochures & catalogues can be delivered
to parents to be read & referenced on-
site
Sampling
14. 50p off coupon
4.2% redemption
£1 off coupon
11,000 (6%) redemptions
36% unprompted
Response & Recall Figures
Media Effectiveness
16. Mattel - ‘Bob the Builder’ Vox Pop
Media Effectiveness
Environment: Playhouse Media: 6-Sheets Campaign: National
To support the relaunch of Bob the Builder,
Mattel wanted to reach children aged 2-5 and
their parents in a fun environment.
The challenge
Ran a 6-sheet campaign across playhouses nationally.
The posters were situated in key areas in each centre
to reach younger children and their parents.
What we did
Mattel were delighted with the campaign, click here
to see a Vox Pop video from Gambado Chelsea.
The results
17. With the summer holidays arriving and
parents looking for ideas for things to do as a
family, Cineworld took advantage of the high
footfall leisure centres, shopping malls and
play houses offer to promote their family
movies. They utilised 6-sheets and D6’s to
communicate with parents at key times
throughout their visit, such as sitting in the
café or by the swimming pool, to drive them
to a nearby Cineworld.
Cineworld
18. In order to promote the new ‘Top Cat’
film in front of a child & family focused
audience, Warner Brothers tapped into
our active family pack. 6-sheet posters
were positioned across the playhouse &
leisure centre networks to communicate
with their target audience at a time
when they would be thinking about
planning future activities.
Warner Brothers
19. Lionsgate wanted to promote the release
of the film ‘Miniscule’ amongst young
families. They utilised 6-sheet posters in
our playhouse network & impactful D6
displays in shopping malls within close
proximity to VUE cinemas, thus reaching
families at a time when they would be
thinking about their next leisure activity.
Lionsgate
20. AstraZeneca, a pharmaceutical and
healthcare company, wanted to raise
awareness of their free flu jabs available for
young children. They wanted to target
parents, and our playhouse network was the
perfect opportunity for them to do so. They
used 6-sheets across the network to
communicate with parents at a time when
their children are front of mind.
AstraZeneca
21. We helped promote the Lego’s Junior
range amongst young boys & girls during
the Xmas holidays. The campaign
featured a competition to win a set of
their choice - with 600+ entries across 20
venues - as well as activity sheets &
sample boxes to engage the children.
Lego
22. Bear Foods wanted to encourage trial of
their Alphabite cereal range. As such, we
distributed 50,000 samples in playhouses,
which were supported by child-engaging
activity sheets and a money-off coupon for
mum to utilise later. Some centres also
received a visit from ‘Bear’, which proved
extremely popular!
Bear
23. Weetabix promoted their new banana
flavoured variant, running a sampling
campaign with an interactive unit, that
encouraged parents to enter a Facebook
competition by uploading pictures of
their kids interacting with it. 50p off
coupons drove subsequent purchase.
Weetabix
24. Vita Coco wanted to reach families with
young children to promote their Kids
variant. Playhouses were the perfect
environment and we ran an active
sampling campaign with ambassadors
handing out drinks and 50p off coupons.
Vita Coco
25. Boots used playhouses to reach mums
and dads in the cafe area at a time when
their children were front of mind. They
distributed leaflets with information and
‘top-tips’ on school children's healthcare,
along with products and services
available at Boots.
Boots
26. ToysRUs were looking for a way to get their new
Christmas catalogue directly into the hands of
children and their parents. Our playhouse
network provides a rare opportunity to
communicate with both children and parents at
the same time when family is front of mind. We
distributed Christmas catalogues in high footfall
areas of play centres, encouraging parents to
read the catalogue whilst waiting for their
children and then take it home.
Toys ‘R’ Us
27. • Playhouses are an affordable, safe
& fun environment for parents to
take their kids for active play
• Parents visit regularly, meeting
friends & staying for over an hour
• A variety of media formats are
available to allow you to
communicate specific messages to
the right audience at the right time
• The nature of this environment &
the media available, allows you to
achieve stand-out away from
competitor brands
Summary
