Children’s audio tech brand Yoto, known for its innovative child-friendly products, has launched its first-ever global TV campaign.
The campaign spans the UK, US, France, and Canada, with plans to expand into additional markets in the near future.
A Revolutionary Campaign Concept
The newly unveiled TV advertisement is built around the theme ‘For ears with a mind of their own,’ a concept developed by Edinburgh and London-based agency Insiders. It highlights Yoto’s flagship product, the Yoto Player, a smart speaker designed to foster children’s independence and enrich family life.
The campaign is Yoto’s most significant marketing effort to date, showcasing the company’s commitment to innovative technology and inspiring audio content. Appointed in May, Insiders have brought the campaign to life by capturing the essence of Yoto’s mission.
Unfolding the Story Through Beatrix Potter’s Classic Tale
The advertisement follows a young girl’s morning routine, accompanied by Beatrix Potter’s timeless story, The Tale of Peter Rabbit, narrated by Olivia Coleman. As the girl embraces small acts of independence, like picking her own outfit and brushing her teeth, rabbit ears symbolically sprout from her head, visualising her growing self-confidence.
Directed by Freddie Powell at DROOL Productions, the ad aligns the story’s milestones with the girl’s actions, creating a seamless and engaging narrative. The shoots feature vivid, in-camera effects to magnify the fantasy elements, enhancing the campaign’s charm.
Insights Driving the Campaign
The campaign is rooted in the insight that modern children crave independence yet have less of it than ever before. Parents are increasingly seeking safe ways to develop their children’s independence, posing a unique challenge.
Research indicates that hands-on parenting has doubled since the 1950s, while unsupervised play has dramatically declined. Yoto addresses this issue by offering a child-controlled, ad-free smart speaker with physical cards, devoid of any microphones or cameras.
This innovative design allows children to engage in safe, self-directed learning and play. The Yoto Player features thousands of hours of content, including material from Disney, Roald Dahl, and Universal Music.
Beyond Entertainment: Supporting Family Routines
Yoto’s products extend beyond mere entertainment; they integrate seamlessly into daily family routines. The Yoto Player can assist with morning wake-ups, bedtime stories, and other regular activities, promoting a structured yet flexible environment for children.
In the advertisement, Olivia Coleman’s narration synchronises with the child’s actions, such as squeezing into her jumper as Peter Rabbit navigates Mr McGregor’s garden. This synchrony enhances the relatability and appeal of the Yoto Player.
Collaborative Efforts and Market Release
The campaign is set to air from October 1 across linear and connected TV, continuing through the festive period and into 2025. Alongside TV, there will be social, digital, and out-of-home (OOH) advertising, covering multiple platforms and ensuring broad reach.
UK media aspects were managed by Squadron Venture Media, reinforcing the campaign’s strategic placement and execution. This comprehensive rollout underscores Yoto’s commitment to becoming a household name in family audio tech.
Testimonials from Key Figures in the Project
Huntly Gordon, Yoto’s Head of Brand, expressed immense satisfaction with the campaign, saying, ‘It’s been a joy to work with Insiders and DROOL, who’ve perfectly understood Yoto’s ambition.’ Gordon highlighted the campaign’s role in shaping Yoto into a globally recognised family brand.
Ben Da Costa, fractional Executive Creative Director at Insiders, emphasised the campaign’s focus on demonstrating how Yoto fosters children’s decision-making skills through little acts of independence. Director Freddie Powell also praised the project for its creative freedom and the opportunity to work with children.
Innovative Family Technology
Yoto’s products represent an innovative approach to family technology, offering an engaging educational tool that supports both independent and family-oriented activities. The brand’s design philosophy centres on providing children with autonomy while maintaining a safe and enriching environment.
The launch of Yoto’s first global TV campaign marks a significant milestone for the brand, illustrating its dedication to fostering independence and creativity in children.
As Yoto continues to expand its reach, the campaign is poised to resonate with families worldwide, establishing the Yoto Player as a beloved household tool.