DRIVING BRAND PREFERENCE THROUGH EDUCATION
Already an established market leader, PLAYMOBIL UK wanted to strengthen its association with educational play and engage more directly with children to help drive interest in its toys.
PLAYMOBIL’s Fire Brigade toy range was much-loved by parents for teaching children about “real world” situations and solutions. So, we orchestrated a strategic partnership with the London Fire Brigade (LFB) in its 150th anniversary year. One of the Brigade’s key objectives for the year was to teach children about fire safety outside of the home. We devised an integrated marketing campaign to do this, engaging children and parents at every opportunity both on and offline.
To kick this off, the campaign needed a strong piece of content that would both excite and inform little ones. We storyboarded and produced a sing-a-long stop-motion video, tailored to LFB’s education objectives. The video featured PLAYMOBIL characters teaching children what firefighters do. A high-impact launch saw a targeted paid digital seeding campaign across search, display and social networks during the key Christmas sales period, plus an extensive earned media sell-in.
Offline, we tooled up LFB’s education team with our video as a key teaching resource for their daily school classroom visits. PLAYMOBIL play areas were hosted at 65 open days at fire stations across the capital over the summer, welcoming local communities in to play and enjoy food and entertainment. Children had the opportunity to learn through both real firefighters and playing with life-sized PLAYMOBIL ones.
Overall, we received 396,000 engagements with children through video views, school visits and fire station play areas, our video and toys teaching them about fire safety through play at every step. Online placements on top referral sites included The Guardian, Evening Standard and Mashable. We also secured a total of 214 pieces of broadcast, national and specialist media coverage including a five-minute dedicated slot on Sky News. And in addition, we were able to pull off the difficult coup of getting a brand into schools in a meaningful way. LFB’s education team used the video content daily in classroom and station visits as a tool to train young children on the role of the modern firefighter.
The campaign was so successful that it was recognised with awards from Masters of Marketing, Holmes Report, Digital Impact and UK Social Media Communications.
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