CASE STUDY: Scalextric races on GMTV 2

Provided by Thinkbox
Scalextric teams up with GMTV 2 to sponsor the Action Stations strand for four months in the run up to Christmas.
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What was the Challenge / Background of the Campaign?

Scalextric was a vintage 50-years-old and wanted to celebrate the fact by re-engaging with its target audience of young boys. As part of its anniversary celebrations it wanted to do something different that would increase brand awareness and bring the racing game into the multi-media age. Scalextric teamed up with GMTV to create an integrated partnership designed to target boys. The strategy teamed TV with online in order to reach and engage with boys. Find out more...

What was the Campaign Objective?

Engage with the target audience of young boys and mark the brand's 50th birthday via a successful Christmas campaign.
BudgetReach & FrequencyTarget AudienceMedia Used
£251k to £500kBoys aged 4-9 years old.
0 - 9Male
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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