DM TOY STORY 3 by M&C Saatchi Madrid, Zapping M&c Saatchi

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Industry Cinemas, Theatres & Concert Halls
Media Direct marketing
Market Spain
Agency M&C Saatchi Madrid
Agency Zapping M&c Saatchi
Art Director Carlos Silverio, Nacho Santos, Pedro Reagalhaes, Luciana Lopes, Elisa Cristobal, Sofia Ambrosini, Natalia Vaquero
Released July 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Product/Service: FILM
Date of First Appearance: Jul 22 2010
Entrant Company: ZAPPING/M&C SAATCHI, Madrid, SPAIN
Creative Executive Director: Urs Frick (Zapping / M&C Saatchi)
Creative Executive Director: Uschi Henkes (Zapping / M&C Saatchi)
Creative Executive Director / Writer: Manolo Moreno (Zapping / M&C Saatchi)
Writer: Jorge Campaña (Zapping / M&C Saatchi)
Graphic Designer: Fernando de Simón (Zapping / M&C Saatchi)
Graphic Designer: Ana Delgado (Zapping / M&C Saatchi)
Account Director: Maria Perea (Zapping / M&C Saatchi)
Art Directors: Elisa/Carlos/Nacho/Natalia/Pedro/Sofía/Lucía (Zapping / M&C Saatchi)
Media placement: Direct Marketing - Trade Press - July 2010

Describe the brief/objective of the direct campaign.
Disney asked us to create a promotional pack for the Premier of Toy Story 3 in Spain. The pack had to be up to the standard of the event itself. It included a commemorative book and a t-shirt which was given out at the Premier itself and an invitation to the event, which the invitees received beforehand. The public to which it was directed included film journalists to celebrities to specialists to the industry. A hugely varied public, used to receiving every type of invitation to similar events, and therefore were difficult to surprise and convince.

This pack handed out in the cinemas during the premiers. The target public was chosen by Disney as they were industry specialists and the pack was not directed at mass media.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted our pieces to reflect the essence of Toy Story 3 and in order to do this we decided that our press books should go through exactly the same as the protagonists of the film: to be abandoned in a nursery, the most hostile place in the world, for a toy.

We left all the pieces in a classroom, surrounded by crayons and felt tips, and we let the children do whatever they felt like with them.
They could draw all over them, mistreat them however they wanted. The result was, chaos, barbarity, destruction...pieces with distinct design and with such originality, only something a child could produce.

Explain why the creative execution was relevant to the product or service.
The originality of the pieces resided in the fact that it was the children who ‘designed’ them.
What better way to use their creativity to speak for Disney and Toy Story. The idea was not only to completely hook people with the main plot of the film (how the dolls suffer and are mistreated in the kindergarten), but also reflect Pixar’s own soul, a production company that on the inside, is a child, who creates animated films, but deeply ironic, just like these pieces.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The reach of these pieces is impossible to measure in percentages given that they were not meant for mass media. However, the premier was completely full, and the film had a huge impact in the media that weekend and the pieces appeared in different media, creating content for informative sheets and in industry magazines.