This activation allowed kids to feel like celebrities, being interviewed in major shopping centres, with the chance that their interview would be run on a real radio station, MIX106.5FM. The creative promoted the events on the host radio station and website to ensure that parents would take their kids along.

At the event, kids sat behind the radio desk, were interviewed in front of a crowd, and recorded their own CD. Included in the interviews were questions relating to money and savings. These interviews were used to create real kid consumer content, which ran as promotional vignettes on MIX106.5. These vignettes were far more engaging than traditional ads as they were real kids talking in an engaging and natural way.All the kids involved could also show friends and family footage and photos of themselves online, as each event was showcased on the MIX106.5FM website.

On the day of activation, Kids Radio boosted store footfall on average by 72%. Over the campaign period, Kids Bonus Saver sales outstripped our targets by 222%. Whilst only representing 9% of the national branch network, the Kids Radio Sydney stores accounted for 54% of total product sales!