Airfix Kids

Client: Hornby Hobbies.

Brief: Create brand fans of Airfix product amongst 7-11 year olds and their families.

Delivery: ‘Guardians of History’ (GOH) – Strategic content platform and UK schools activation programme.

Outcome: SUPER. along with its senior education team, created a KS2 education resource for primary schools which enabled Hornby to promote Airfix products as a learning tool mapped to the WW1, History National Curriculum.

The GOH strategic platform provided Hornby with the flexibility in swapping out the historical focus for another area linked to their product portfolio. This approach provided the brand with a flexible long-term school, pupil, family and community engagement programme.

SUPER. successfully promoted the resource (which included 30 Airfix kits and paints) to over 100,000 UK teachers, engaging over 25,000 children in the programme.

Parents were also made aware of the programme through carefully crafted homework activities advocated by teachers. This led to 100% brand awareness post activity amongst this group.