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Hasbro’s POPPIN PARK’ – Out-of-Stock!

Agency: OmnicomMediaGroup

Client Brand: Hasbro

Challenge

  • POPPIN PARK’ is an important portfolio within Hasbro’s repertoire for Infant and Preschool toys
  • The need was to drive awareness and grow volume sales by 10%
  • There were some challenges with the budget – it was limited

Solution

  • A key insights was that parents often look for information from trusted sources in their quest for parenting excellence
  • In addition, children learn from sensory experiences – hence audio-visual elements are important for effective engagement
  • As a result, the selection and placement of media was aimed at parents looking for pertinent information

OmnicomMediaGroup HasbroExecution

  • The campaign used print advertorials and thematic ads to showcase the collection and educate parents on the range
  • Television delivered high reach to influence and engage parents
  • The budget was stretched by concentrating only on Astro TV, thus targeting urban parents effectively

Results

  • A modest RM82k budget allowed the campaign on TV and Print
  • Sales volume hit 19%, exceeding  the target
  • And to top it all, POPPIN PARK’ was sold-out for two months!