Play-doh Print PLAY-DOH by DDB Paris

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Industry Toys
Media Print, Magazine & Newspaper
Market France
Agency DDB Paris
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Art Director Barbara Paloc
Copywriter Maryam Ghorbanizadeh
Photographer Yvan Fabing
Account Supervisor Marie-Laure Dangeon, Juliette Ferré
Released September 2011

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: HASBRO
Product/Service: PLAY-DOH
Executive Creative Director: Alexandre Hervé (DDB Paris)
Art Director: Barbara Paloc (DDB Paris)
Copywriter: Maryam Ghorbanizadeh (DDB Paris)
Photographer: Yvan Fabing (DDB Paris)
Account Supervisor: Marie-Laure Dangeon/Juliette Ferré (DDB Paris)
Advertiser Supervisor: Pierre Laura/Cyrille Guérin/Sylvaine Gomez (Hasbro)
Media placement: Press - L'Equipe - 29/12/2011
Media placement: In store - Village Joué Club (Paris) - 29/12/2011

Describe the objective of the promotion.
Play Doh has been an iconic brand in France since 1964, but is being threatened in a fast-evolving market where innovation rules.

The challenge: emerge in a world dominated by Star Wars laser sabres and singing dolls, with a product the size of a pot.

The objective: boost sales of Play Doh classic set of moulding compound

Describe how the promotion developed from concept to implementation.
We chose to target parents, lost in the alleys of toy stores, anxious to find the right gift for their kid, especially in the economical crisis context that limits expenditure.

The creative solution: a shelf ad to make Play Doh emerge in stores and make parents realise a pot of Play Doh contains in fact all the toys in the aisle. Why buy a tyrannosaurus or a doll when you can have both in one Play Doh pot ?

Explain why the method of promotion was most relevant to the product or service.
A creative that relies on a inner truth of the product: with Play Doh you can model any toy you want.
A very simple and poetic execution, in opposition to all the promotional displays that reinforce the feeling of an anxious and complex market. Delivering a very competitive message and placing Play Doh above all other toys.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign started just after Christmas, and at the end of the first quarter, we could observe
a substantial increase of sales of the pot shown in the ad:
+8% sales in the period on Play Doh primary colours sets.