Toys R Us Outdoor, Case study THE CONCERT OF TOYS by China Madrid

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Industry Toys
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Spain
Agency China Madrid
Executive Creative Director Rafa Anton, Fernando Martin
Creative Director Miguel Angel Dúo
Client Service Director Luisa Orozco
Account Supervisor Estefanía Piñeiro
Released June 2012


Cannes Lions 2012
Branded content & entertaiment lions Best use or integration of experiential events Silver
Outdoor Lions Stunts & Live Advertising Silver

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: TOYS'R'US
Product/Service: TOYS'R'US
Agency: CHINA
Executive Creative Director: Rafa Antón (China)
Creative Director: Miguel Ángel Duo (China)
Coordinator: Belén Sánchez (China)
Client Service Director: Luisa Orozco (China)
Account Supervisor: Estefanía Piñeiro (China)
General Manager: Marta Aguirrezabal (China)
Making Of: Nacho Fernández (Insitu)
Media placement: In-Store Communication - Toys'R'Us Stores - 20 September 2011
Media placement: Social Mkt - Facebook - 20 September 2011
Media placement: Display Campaign - Facebook Ads - 4 October 2011
Media placement: Event - Concert - Event - 26 November 2011
Describe the objective of the promotion.
Toys 'R' Us wanted to celebrate its 20th Anniversary in Spain right before Christmas, when 72% of the annual sales are done. In a growing competitive environment with hypermarket chains like Carrefour hitting hard on the price factor, and urban department stores (El Corte Inglés) building on the convenience attribute, Toys 'R' Us wanted to remind customers who the true expert in toys is.
Describe how the promotion developed from concept to implementation.
When you are called Toys 'R' Us, you know your business is not just about selling toys. It's about promoting the importance of play. Not only during childhood, but throughout your entire life.
So we persuaded the National Auditorium and The Metropolitan Orchestra to create together a unique commemorative classical concert where instruments were replaced by toys. By doing so, we put the brand and the products at centre stage and created an engaging and entertaining content. Both the rehearsal process and the final live event provided us with countless opportunities for PR, social and mass-media coverage.
Explain why the method of promotion was most relevant to the product or service.
The Concert of Toys gathered our 2 most important targets: kids and their parents. Together, they enjoyed a direct experience with the brand through a unique performance. Additionally, it helped to strenghthen the relationship of the brand with long-time partners, licencers and manufacturers.
Describe the success of the promotion with both client and consumer including some quantifiable results.
An audience of 2,300 people, both grown-ups and kids, attended the concert in the National Auditorium in Madrid and many thousands more enjoyed it thanks to the massive media coverage. Tickets were given away with a purchase of €40+ in-store. They sold out in 2 weeks.
The initiative was widely acclaimed as an 'original, surprising and spectacular' promotion for the brand, as well as 'an inspiring way to ignite creativity in kids' ( And with a tight budget of €90,000, we got to position ourselves as the most talked-about brand in the category and the absolute reference for toys and play.