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CASE STUDY: Tomy generate sales of Battle Decks

Provided by Turner Media Innovations
Turner Media Innovations created a campaign to demonstrate the product with an online microsite & on-air webdrive.

What was the Challenge / Background of the Campaign?

Tomy wanted to make Battle Decks the number one hottest boy's toy for 2009 with a campaign which would not only generate sales across the range, but also demonstrate the product and introduce the consumer to a themed fantasy storyline. They were also looking for an element of the campaign to be a 20 second spot which could be repurposed throughout Europe. We created a campaign using our experience and insight into kids media which we feel will immerse kids deeper into the brand than a standard TV commercial would.

What was the Campaign Objective?

- Make Battle Deck the hottest Boys property in 2009 - Immerse kids deeper into the brand than a standard TV commercial - Generate sales across the range - Target Boys age 4-9 - Showcase the brand - Demonstrate how you build the cars - Introduce consumer to themed fantasy storyline - Create tag to entice to a standalone website for exciting competition

What was the Solution?

For the UK market we made 1 x 20" spot and 1 x 30" webdrive for Cartoon Network plus a bespoke standalone website - (to be used after the promotion had ended. The spots were created in a cool manga style way that introduced kids to the themed fantasty storyline. The spots were extended by 10" tag to add in the competition element and to act as a call to action driving kids online to play the 3 bespoke games against the clock to win cool prizes. The standalone microsite featuring product information, games, competition and team information..

What were the Results?

- Absolute unique users - over 30,000 - Leaderboard click through rate - over 3.5%! - Skyscraper click through rate - over 2% - Amazing results for the online media with above average click through rates! (average 1%).

What were the Key Learnings of this Campaign?

The commercial was re-scripted and voiced for the German and French markets. We liaised with the European agency contacts in both markets to ensure a smooth production process. The standalone site was also revised for the German market.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsBoys aged 4-9
0 - 9Male
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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