Hamley's Promo CHRISTMAS POINTING STICK by Halbye Kaag J. Walter Thompson Copenhagen

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Industry Toys, Retail, Distribution & Rental companies
Media Promo & PR
Market Denmark
Agency Halbye Kaag J. Walter Thompson Copenhagen
Art Director Søren Lund
Copywriter Kristian Eilertsen
Released October 2010

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: HAMLEY'S
Product/Service: TOY STORE
Date of First Appearance: Nov 1 2010
Entrant Company: HALBYE KAAG JWT, Copenhagen, DENMARK
Copywriter: Kristian Eilertsen (Halbye Kaag JWT)
Art Director: Soren Lund (Halbye Kaag JWT)
Media placement: Pointing Stick - Instore - 20 Nov. 2010

Describe the objective of the promotion.
The Brief/Objective:

Link In-Store to the “Avoid Big Disappointment” Christmas Campaign.

In-Store objective:
Get customers to extend their time spent in-store.

Describe how the promotion developed from concept to implementation.
The promotion stick is part of an integrated campaign, including instore, posters, online and TV.

Explain why the method of promotion was most relevant to the product or service.
The Idea:
We needed to make exploring more fun.

The Execution:
We created a pointing stick that encouraged kids to spend more time exploring the store.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Result:

+35% Sales increase compared to 2009.