TOYTOYTOY 2010 by Brand Union for THE BRAND UNION HAMBURG

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TOYTOYTOY 2010

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Industry Corporate Communication
Media Promo & PR
Market Germany
Agency Brand Union
Creative Director Norman Quadflieg
Designer Timo Brunkhorst
Released December 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: THE BRAND UNION HAMBURG
Product/Service: DIGITAL MEDIA
Agency: THE BRAND UNION
Agency: 2erpack GbR
Date of First Appearance: Dec 9 2009 12:00AM
Entrant Company: THE BRAND UNION, Hamburg, GERMANY
Entry URL: http://www.toytoytoy.de
Chief Executive Officer: Dr. Alexander Schubert (The Brand Union Hamburg)
Senior Designer: Finn Naujoks (The Brand Union Hamburg)
Business Development Manager: Julia Schwieger (The Brand Union Hamburg)
Public Relations & Marketing Manager: Karen Schulze (The Brand Union Hamburg)
Creative Director: Norman Quadflieg (The Brand Union Hamburg)
Designer: Timo Brunkhorst (The Brand Union Hamburg)
Media placement: E-Mailing To 1.850 Recipients - Online - 9 September 2010 - Ongoing

Describe the objective of the promotion.
To raise the reputation of The Brand Union in the area of corporate branding and digital media, by involving clients and stakeholders. To represent our values of being gutsy, curious and inspiring to demonstrate our creativity and relevance of our broad offer towards our key audience. We definitely wanted to avoid any Christmas-related chliché but on the other hand refer to the Christmas / year end season in a more clever and playful way.

Describe how the promotion developed from concept to implementation
We created an interactive digital holiday greeting card game that allows everyone to create his or her own “Good Luck” character to join the Toytoytoy family. As each of us relates this season to playing with gifts and toys, we created the idea of 'toytoytoy' - which, by the way, has a double meaning in the German language: it also means good luck! The idea was born by internal brainstormings, supported by the external digital creative agency 2erpack.

Describe the success of the promotion with both client and consumer including some quantifiable results
The success was overwhelming: The card was sent out to 1,850 recipients, majority clients and prospects. The overall response rate was > 30% (three times our objective of > 10%). More than 600 unique users created at least one character, more than 2,500 characters in total. The micro site was featured in many top ten blog list, e.g. in Germany, in Japan, and others. Other blogs were referring to the site and recommending it to their audiences. It also started to create its own communities, e.g. in Facebook. Overall, we had 11,850 visitors after three months.

Explain why the method of promotion was most relevant to the product or service
The Brand Union Hamburg has been majorly perceived as a 'packaging design' agency. In order to increase the reputation in terms of creativity, corporate branding, and use of integrated media we have challenged ourselves to create an innovative year-end greeting card for our clients, prospects, colleagues, peers. The game was adapted using the forms of the design agency´s logo to create characters.