40 years young

PLAYMOBIL UK

Challenge
For its 40th anniversary, PLAYMOBIL wanted to take the brand to the next level with a high-impact integrated campaign designed to deliver headlines, build engagement and make sales soar.

Results
PLAYMOBIL overtook Mattel to become #1 brand in pre-school figures & playsets, achieving social media reach of 2m+ and over tripled YoY increase in traffic
Our integrated campaign, delivered via multiple activations spanning experiential, PR and digital during a 10-month period, effectively drove the brand love to parents and little Gen D. We were shortlisted for awards, including PR Moment’s ‘Best Integrated Campaign’, CIPR’s ‘Best Use of Media Relations’ and the PRCA Dare award for ‘Digital and Social Strategy.’ The business impact: Peaked at 20% increase in sales and 23% increase in market share (YoY) – with £1 in every £4 spent on pre-school figures now spent on PLAYMOBIL.

How
Creative tactics designed to make both kids and their parents smile were at the heart of our strategy. Kicking off with a big bang launch stunt, we staged and filmed a PLAYMOBIL adventure, starring 40 giant PLAYMOBIL characters on Camden’s canal-side. This was followed by a pop-up tour of the UK, and negotiating a free partnership with London’s prestigious The Waldorf Hilton Hotel, to create the PLAYMOBIL family suite available for 40 days and 40 nights. The launch of our little avatars app increased Facebook engagement by 1,200%, whilst the launch of limited edition PLAYMOhair beanies achieved a combined Facebook and Twitter reach of 500,000 – with the hats selling out within two weeks.