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

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Industry Retail, Distribution & Rental companies
Media Promo & PR, 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
Agency Interprofit
Released November 2011

Credits & Description

Category: Retail and E-commerce, including Restaurants
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: Communication To Fans - Toys'R'Us FB Fan Page And Twitter Profile - 20 October 2011
Media placement: Press Note To Specialised Media With Rehearsals Content - Specialised Kids And Pedagogic Media - 6 November 2011
Media placement: Generic Press Announcement With Rehearsals Content - All Media - 23 November 2011
Media placement: Event - Concert - Coverage In Most Mass-Media: ABC, La Razón, Cadena SER,,, Etc - 26 November 2011
Media placement: Press Note With Concert Content - - 26 November 2011

Summary of the Campaign
To celebrate the 20th anniversary of Toys’R’Us in Spain, we created a classical concert played with toys instead of instruments. The event took place in the National Auditorium, Madrid, on November 26th, 2011. Several media outlets covered the concert and spread the action.

The Situation
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.

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.

The Goal
The goal was to remind both parents and kids who the real expert in toys is, and to position Toys'R'Us as the absolute reference for toys expertise. And, in addition, spread an institutional message about the important role of play in children's personal development and the need of parents and children to spend time playing together.

So, besides general audiences, we needed to reach specialised publications so they could help us to raise awareness about all this.

The Strategy
We decided to create a special event that both commemorated Toys’R’Us' 20th anniversary and reflected its authority when it comes to play. This event should be interesting enough so that different media outlets would want to spread it as content in a non-intrusive way.

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.

Documented 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 less than a week.

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.

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 strengthen the relationship of the brand with longtime partners, licensers and manufacturers.