CASE STUDY: Driving kids' awareness of Daily Mail's LEGO® offer

Provided by Turner Media Innovations
Turner Media's cross platform campaign helped drive children to WHSmith stores to collect the toys from Daily Mail's promotion.
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What was the Challenge / Background of the Campaign?

We were challenged with creating a multi-platform campaign that would impact and engage children enough to guarantee competition entries and shop visits. Therefore Turner Media's kids channels were the perfect fit for the brief due to having a massive reach and providing the most appropriate way to drive meaningful impacts over a short period of time.

What was the Campaign Objective?

Daily Mail approached us to promote their giveaway of LEGO toys for Daily Mail readers. Together we created a campaign to raise awareness of the offer and drive kids to WHSmith stores to collect all the toys available.

What was the Solution?

Working with M&C Saatchi, we customised 6 x pre-made TVCs, turning them into webdrives by applying Cartoon Network graphics and a URL encouraging kids to go online to the bespoke microsite hosted at CartoonNetwork.co.uk/ LegoToys. We created a microsite where kids could see the different figures available throughout the Daily Mail's giveaway. Kids could also enter a fun, specially made competition to win some amazing LEGO prizes (supplied by the client). We also created a calendar showcasing the brilliant LEGO Toys which were on offer in WH Smith stores each day.

What were the Results?

Visitors spent an average of 5 minutes on the site! We received just under 700 entries for the competition in just 7 days!
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details700 competition entries in a week
0 - 9
35 - 44
Both
Kids HH
ONLINE
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIALBRANDED CONTENT / ONLINE
SAMPLING
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