Yeager was retained to support the marketing effort for this new service. Since the concept was complex we created a video to simplify the explanation of the product and its value.
Friendly parent and kid characters were conceived to tell the story. The video needed to appeal mostly to parents but also importantly to kids. The initial launch of the product was strictly for existing customers of the mylunchmoney.com (about 3 million accounts).
The video became the cornerstone of the KidsChoose website and was used as part of the product to explain the service concept to new users. This video also won a American Marketing Association Spectrum award.