Focus creates online ecosystem for kids
Focus, an advertising and digital media agency has launched ‘worldoo’ (www.worldoo.com), first of its kind ‘Ever-evolving Online Ecosystem’ for kids targeted towards the age of 6-12 in India.
worldoo is world’s first destination on the web that offers kids a unique interactive experience where they can LIVE, EXPRESS and PLAY. Kids can consume the most popular content from
their world of interests and earn virtual currency (Stars) by doing so. They can then express their creativity and ownership by designing their home and spend their earnings in a virtual store.
worldoo creates engaging experiences for kids as it offers activities, interaction and content, all in one place.
The company will leverage on the growing internet penetration amongst the next generation of kids to give them a never-before experience. worldoo will become a kid’s favourite destination
as it promises to offer ‘Something new, always’ through content that imparts both excitement and education, all in a single platform.
worldoo being a holistic ecosystem has ensured to cover a kid’s diverse interests. Games from miniclip, the gamebox, zapak. Cartoons from Cartoon Network & Chota BheemAnimals and
Environment & Conservation from National Geographic and JeffCorwinConnect. Movies and Trailers from Warner Bros., Shemaroo, Sony Pictures, Reliance Big Flix. Edutainment from ZeeQ, Books & Comics include Amar Chitra Katha, Crosswords, Landmark, Dreamland, Britanica Books, Robinage, Champak.International destination includes Sentosa. Realising the gap, these brands believed in the concept and have associated with worldoo
through seven content sources (landmarks) nestled in an island that’s designed to be a refreshing visual treat. Mr. Monish Ghatalia, Managing Director, Focus Group announced the launch of ‘Worldoo’, said, “We have observed that the next generation kids are largely inclined towards the internet at a very early stage in their lives. The idea was to create, a first-of-its-kind online platform where kids can acquire the right blend of knowledge, fun and express their imagination seamlessly. We are confident that worldoo will provide them with a creative platform for engagement, and prevent them from consuming content online, that isn’t designed for them. worldoo will be an ever evolving ecosystem, where learning becomes fun and quality time can be spent by kids.”
Rahool Talukdar, Head Experience and Design said worldoo is an extremely exciting and fun place for kids on the internet. We have gone to the minutest of details to explore diverse colours, forms, characters, animation, etc to create a visual world which we believe will become a unique experience for kids. worldoo is not just a place that offers the most popular content but
also makes content consumption a pleasure. The entire design and creative team had lot of fun creating worldoo. We focused towards achieving simplicity and interactive gameplay that will
make kids enjoy and belong to every aspect of worldoo, be it the gaming, learning or social. Our challenge now is to bring more and more excitement into the world as it’s not easy to amuse kids
Mr Amol Kadam, Creative Strategist and UX/UI Director added that once the idea was conceptualised, the biggest challenge the team faced was to give it a viable form. It could have been so many things, a game, an app, a social network, a virtual world, or simply a kids’ portal. Soon we realised that the choice couldn’t be any one of the above – but ALL OF THE ABOVE – solidifying the fact that the new generation don’t settle for anything less. Thus, RBBi embarked on the journey to give worldoo a face. From sketches to scribbles on paper to more structured wireframes over a span of 2 months, with varied tools, from just pencils to information architecture planning software, worldoo was finally starting to come alive. RBBi meticulously crafted user journeys and worked on the complete design of worldoo with intensive usability research – ensuring a rich and a seamless user experience for kids.
Harsh Wardhan Dave, Head Experience and Brand added worldoo caters to the unknown fear of a parent on the various things happening on internet. The pre-launch research conducted by IMRB, gave us immense confidence that what we are creating is genuinely the need of the hour. While parents are assured of their kids consuming content form a single platform, kids will love the way they can experience their favorite content on worldoo.
Talking about worldoo’s future plans Mr. Ghatalia elaborated that worldoo is an ‘Ever-evolving medium’ and our promise lies in offering kids ‘Something new, always’. Apart from worldoo’s current content model that will get updated every 20-25 days, we are already in the process of creating a whole lot of exciting content at our end. worldoo IPs such as comics, stories, games,
events, new landmarks, etc along with an entire calendar for new inclusions is being worked upon and will be brought into worldoo pretty soon. Our vision for worldoo is extremely long
term as we wish to touch upon diverse aspects that concern kids and help them be exposed to better things.
Juhi Ravindranath, (VP Ad sales South Asia, Turner International India Pvt Ltd), commenting on the content partnership with worldoo said, “At Turner, our aim has always been to push the boundaries and deliver innovative and entertaining content/experience across various platforms. worldoo is a unique idea and we are happy to partner with Focus in a bid to create the right brand experience for consumers.”