SCHOOL IS CALLING, RECALL MANY ADVERTISERS’ ADS

The after-school back-to-school season is upon us, and with it, sponsors are launching back-to-school campaigns.

The new school year is approaching and with it, back-to-school campaigns targeting children and their parents are ramping up. They are responsible for purchasing school equipment, which entails a whole range of expenses.

Last year, according to a survey conducted by Pluxee, about 35% of parents expected to spend around CZK 2 000 per child on school supplies, mainly notebooks, their covers, writing and drawing materials, pencil cases, and possibly also briefcases or backpacks, while more than 41% expected to spend between CZK 2 000 and CZK 4 000. Nearly 20% of them expected to pay even more than a thousand crowns. "This year, the prices of backpacks, crayons, notebooks and other school supplies are at a similar level as last year. A separate chapter are various workbooks and language textbooks, which are slightly more expensive," says Martina Machová, HR director at Pluxee.

The return to schools is an opportunity for chains

Also because of the higher costs, retail chains are focusing on back-to-school campaigns with their discount promotions. Tesco, Albert and Billa, for example, are offering bargains on school supplies in their leaflets. Albert has added a themed loyalty campaign in which it offers discounted children's story books published in cooperation with Albatros publishing house for the points collected.

Discount chains are also taking back-to-school into account in their offers. Pepco, for example, has set its back-to-school kit at a price of around CZK 300, and in addition to school supplies, it also includes a T-shirt with shorts. Primark, on the other hand, has frozen prices on hundreds of items of children's clothing to mark the start of the school year. In addition to clothes and shoes, they are also offering backpacks, lunch boxes and basic supplies.

You can also get ready for school at bookstores

Traditionally, large bookstores also prepare back to school campaigns. This year, the Luxor bookstore is not only communicating the breadth of its range, but also focusing on situations that every parent knows well - from constantly making up snacks to finding a lost compass or ruler.



One of the key visuals of this year's back to school campaign by Luxor Bookshop; Source: Luxor "The campaign focuses on everything a school student needs when going back to school. Thanks to the wide range of products at Luxor, parents and their children can get everything for back to school in one place. Whether it's school backpacks, pencil cases, textbooks, books, stationery, creative kits and stationery, or merch," Klára Utzeitigová, the company's head of marketing , tells MediaGuru, adding that the campaign was created in-house and combines in-house and paid channels, which include influencer marketing or paid social media support.

Back to school season uses backpacks and school supplies

Manufacturers also came out with campaigns during the holidays. School backpack brand Oxybag has introduced a campaign featuring a 'backpack come to life' that is a child's partner throughout the day. Overhere Film Production was involved in the production.



Presco Group's Baagl brand launched the "Grow up with courage" campaign on TV, outdoor and online. "Today's children are not so much confined to boxes anymore; everyone wants to find their place in the world. This feeling is shared by our second target group, parents," explains brand manager Marie Maláková. B&T agency signed the creative.



The period before the start of the school year is also the main advertising season for school supplies. Strong advertisers in this segment include brands such as Pilot, Centropen and Kores.

Kores' campaign this year focuses mainly on art supplies, crayons, tempera paints, watercolours, wax or plasticine. "Our best-selling product is the glue stick, which is of course also included in the mix, as well as writing instruments (regular pencils, ballpoint pens, whiteboard markers)," says the company's marketing manager Michaela Bălășel Lammrová.



Kores' campaign, which builds on a combination of in-store communication, online advertising, social media, PR activities and direct-to-consumer events, primarily targets women aged 27 to 45, i.e. mothers of preschoolers and schoolchildren. It reaches this group through lifestyle magazines, Facebook, Instagram or LinkedIn, but also through events, where it presents itself with a stand and a creative zone not only for children. These include Princess Day, Food Picnic, TV Nova's 30 Years Together roadshow, Marianne Days and the Jičín, City of Fairy Tales event. "Last but not least, we are preparing individual campaigns for our important business partners, especially in e-commerce, such as the limited offer of Kores GymBag school equipment, which is on sale on Alza, or the campaign on Megaknihy.cz," adds Lammrová.

Source: mediaguru.cz