Kindagard Anti-Finger Trap
Kindagard Product Launch
Client: Reddiplex
Project: Kindagard Campaign
Date: July 2006
Kindagard is a door hinge safety system that is designed to stop fingers getting trapped in the gap between door and frame. It can be used domestically or commercially and is primarily aimed to protect young children. It can also be used in care homes, hospitals or any other building the public have access to.
The tone and feel of the campaign was designed to appeal to schools, nurseries and young mothers. It deliberately steered away from the negative or fear based campaigns of rival products. These routinely showed pictures of children with bandaged and bloody fingers.
The logo, leaflets and point of sale material was developed and used a striking red for visual impact. Photography was organised to reflect two typical scenarios where the product would be fitted. These leaflet were then sent to a database of prospects including schools and nurseries.
The website was developed at the same time and echoed all these values. The site also has a streaming video to show how simple the product is to fit. It is far easier to follow the instructions once you have seen the product fitted.
There is a PPC campaign in place to drive traffic to the website and the site has also been optimised for the search engines. It is constructed using Actinic which is an ‘off-the-shelf’ e-commerce package that offers high levels of customisation. This meant that the website was highly cost-effective.
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