What do firefighters do?

PLAYMOBIL UK and London Fire Brigade

Challenge

Already an established market leader, PLAYMOBIL UK needed a standout idea to take them to the next level; getting more “brand in hands” and strengthening their association with educational play.

Results

Global award-winning digital campaign:

award-winning‘PLAYMOBIL and London Fire Brigade to the Rescue!’ video hit 512k+ views, 100k+ within first month.

Video content used daily by LFB’s education team in classroom and station visits to teach children, pulling off the difficult coup of getting a brand into schools in a meaningful way.

Partnership created 396,000 engagements with children through video views, school visits and fire station open days all over London.

Online placements on top referral sites including The Guardian, Evening Standard and Mashable.

214 pieces of broadcast, national and specialist media coverage, including a 5-minute slot on Sky News.

How

Identified and created ‘first ever’ sponsorship opportunity with London Fire Brigade to celebrate their 150th anniversary.

Storyboarded and produced a sing-a-long stop-motion video where PLAYMOBIL characters taught children what firefighters do, tailored specifically to LFB’s education objectives.

Launched with targeted paid digital seeding campaign across search and display networks during key Christmas sales period, plus an extensive media sell-in.

Created optimised landing page on playmobil.co.uk for link building campaign.

Implemented paid content strategy on PLAYMOBIL’s owned social channels to increase engagement rate.

Offline, we tooled up LFB’s education team with a key teaching resource, as well as PLAYMOBIL play areas at 65 open days across the capital over the summer.