The CEO of LoyaltyOne has spent the last 25 years in the industry, and never shys away from the next loyalty challenge. During his time as CEO of BrandLoyalty Hearts & Wallets caught up with him to find out more about the man behind loyalty.
Disney Super Flizz: why it ticked all the boxes
Our Disney Super Flizz concept scored highly on 5 key aspects necessary for success, in all the countries where it was tested. One of the things seen in the home visits was that the Disney brand is known and loved in a majority of the households with children (especially young children): the core target group of an ILP. Another discovery was finding creativity everywhere! Kids love to make things, build, invent and experiment. Based on these perceptions, we created a platform called ‘Made By Me’ where we bundled all our insights on this topic. By combining these insights, we arrived at the Disney Super Flizz concept. After finetuning it in the Kids Connection sessions (where we learned that the Princess shooters were not appealing to boys and older girls, though tolerated), we were happy to present it to the children doing the concept tests in several countries. We measure the success of our concepts in five categories: excitement, gender appeal, collectability, playability and show-off value.
It´s important to consider whether children need a whole collection, or whether just a few items will work too. The diversity of the Disney Classic and Pixar characters strongly encouraged collectability, though the mothers were not sure if their kids needed to collect them all to be satisfied, due to the high playability factor. The girls had a stronger focus on collectability, which was enhanced by the collector’s album filled with appealing graphics.
Excitement is essential
Kids’ promotions need to generate a strong initial response for the programme to quickly gain interest. The Disney Super Flizz clearly held an instant appeal for children, who all thought they were really cool. The characters are widely known, and a combination of Disney Classic and Pixar ensures such promotions always contain characters that kids like. However, the slightly older children (aged 11 and 12) experienced less affection towards the licence, but the fact that you could shoot the Super Flizz made it cool again for boys! The younger children experienced difficulty in shooting them but we are eager to learn. In general, we saw the excitement level amongst kids going sky-high when they found out that they could actually shoot the Flizz through the air.
Concepts must appeal to both sexes
To guarantee success, a concept needs to appeal to both boys and girls. Boys, as well as girls, liked the Disney Super Flizz concept, although boys stated that they would not collect the Princess Flizz. Girls really liked building and collecting the Super Flizz, while boys were more focused on the shooting effect. Parents saw the strength of the concept as they also find the Pixar characters attractive. Although not all parents liked the Super Flizz flying through the room that much themselves, they indicated that they would definitely let their children collect them.
To ensure that children remain engaged with a concept, it’s important that they engage in active play or role-play. Super Flizz are considered multifunctional and can be seen as a toy. The various games - shooting, building, playing - appeal to a broad target group, though the shooting technique requires clear explanation and communication. Nevertheless, children tend to constantly reinvent their own games, although they might avoid playing with their main collection and just focus on playing with their doubles as not to damage their precious unique items.
Playground show-off value ensures that children keep playing with the items they’ve collected, and creates a hype effect. Due to their size, Super Flizz are easily taken to school where they are traded and played with. In general, quantity is important as having the most Flizz gives you status.
However, girls are also very interested in collecting the ‘specials’ (i.e. Flizz with glitter effect), but it does not really matter which picture is on the Super Flizz. In addition to the album, a collector’s bag or collector’s tube is appreciated by children as it helps them take their Flizz to school. In the end, we cannot resist feeling proud when a thoroughly tested concept also turns out to be a commercial hit: our Disney Super Flizz concept has been a huge success in France and is currently also making children smile in Romania and Croatia too!
Hearts & Wallets is the official magazine of BrandLoyalty. It is a magazine for people working at the highest levels of the food retail industry. The goal of Hearts & Wallets is to come up with real insights on - and answers to - current issues, while offering its own individual interpretation as food for thought.
First published in April 2015.
Read more in depth articles about the food and loyalty industries from previous editions of Hearts & Wallets magazine.Go to overview