CASE STUDY: Fisher-Price Gatwick and Baby Show
Provided by Blackjack Promotions
Blackjack Promotions created an exciting 3 month retail campaign to build awareness of Fisher-Price products amongst young mums.
What was the Challenge / Background of the Campaign?
Leading infant and preschool toymaker Fisher-Price joined forces with Blackjack with the unveiling of a children's play area and UK retail outlet at Gatwick's busy South Terminal. Also taking part in the UK's number one Baby Show, Fisher-Price joined a host of retailers, offering new families the opportunity to shop for everything they need under one roof.
What was the Campaign Objective?
The objective of the campaign was to build awareness of Fisher-Price products and gain brand loyalty amongst young mums.
What was the Solution?
At Gatwick the play area and retail unit offered parents a chance to relax while their tots tried out toys sold in the retail space. Blackjack were responsible for all logistics, and staffing. Fully trained, CRB-checked staff were handpicked with previous experience in sales and children's entertainment. At the Baby Show Blackjack provided a team of costume characters who performed a dance routine on stage each day dressed as the much loved 'Pup and Sis' characters. Blackjack also provided trained massage therapists who offered a pre-natal massage.
What were the Results?
Over 80% of all users to the Play area at Gatwick bought a Fisher Price product. Feedback left in the welcome book was used for internal comms and proved what a success the play area was. At The Baby shows over 200 massages were given out per day and positive PR generated from the experience was very high. As a result Fisher Price social media sites saw a huge increase in followers and toys played with and seen at the stand where then bought, as a direct result of their children playing with them.
What were the Key Learnings of this Campaign?
We received some fantastic feedback from parents during and after the campaign. One Baby Show consumer told us; "That performance was fantastic, definitely a winner with my twins". Giving an experience to an individual, whether it be a free massage or somewhere, again free of charge, where a staff passenger can sit and relax and be confident their child is safe in what is a very stressful environment works very well and creates a positive impression, which in-turn will build loyalty among the target audience.