Background

When the French superstore, Auchan, decided to launch a new collectables toy range they came to us for help. With such a crowded market place they wanted to make sure they had a brand that stood out and the content to really drive engagement. The brand was called #Coolsurprise and was aimed at boys and girls aged 3-8.

What we did

We created the entire international marketing strategy from raising awareness all the way through to driving sales. A graphical universe was created that helped bring the characters and their word to life. We created commercials that were localised and rolled out across 14 territories on many digital platforms, especially on YouTube. We also wrote guidelines for the countries in order to help them best deploy the content created across Auchan’s channels. Finally, we created point of sales material to join up the journey and help trigger recall and purchase when children and their parents are in store.

Results

During the first month after launch of this new collectables toy range, #Coolsurprise sold more products than the market leader.

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