KRE-O TRANSFORM YOUR WORLD by Initiative for Hasbro

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KRE-O TRANSFORM YOUR WORLD

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Industry Toys
Media Film
Market United States
Agency Initiative
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Integrated Media Silver

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser: HASBRO
Product/Service: KRE-O TRANSFORMERS
Agency: INITIATIVE New York, USA
Advertiser HASBRO
Product KRE-O TRANSFORMERS
Entrant INITIATIVE New York, USA
Type of Entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Title: KRE-O TRANSFORM YOUR WORLD
Advertiser/Client: HASBRO
Product/Service: KRE-O TRANSFORMERS
Entrant Company: INITIATIVE New York, USA
Media Agency: INITIATIVE New York, USA

Director/Innovations: Kenton Langstroth (Initiative)
Account Director/Planning: Juliana Blazuk (Initiative)
Vice President/Director/National Broadcast: Madhavi Tadikonda (Initiative)
Supervisor/National Broadcast: Jordan Schaefer (Initiative)
Executive Vice President/Director/Insight/Strategy: Sarah Power (Initiative)
Executive Vice President/Director/Innovations: Dave Rosner (Initiative)
Director/Global Marketing: Chad Donvito (Hasbro)
Director/US Marketing: Jovan Hsu (Hasbro)
Vice President/Media: Charlie Zakin (Hasbro)
Vice President/US Marketing: Jeff Jackson (Hasbro)



Results


The campaign defined new standards for launches, and was so successful that it spurred a retaliation campaign by LEGO. It delivered on our KPIs:
• 67% sales lift over the 4 month launch period
• 69% awareness amongst boys 6-12 in just 10 weeks
• KRE-O videos garnered a staggering 1.7m views on YouTube to date
• 61% of boys 6-12 said KRE-O Transformers were “very cool”
• 72% of boys 6-12 believed that KRE-O is different from LEGO
• 68% of boys 6-12 intended to purchase after seeing a commercial



Creative Execution


With the constraints of a limited budget, we collaborated with strategic partners to create content as added value to our media buy.
• By partnering with Blip.TV, a leading producer of original web content, we created five stop-motion KRE-O videos to infiltrate the ‘how-to video world’ our target taps for creation ideas.
• Transformers is a Hasbro owned property, so we leveraged this tie-in with the franchise by running a custom CGI cinema spot before showings of The Transformers movie, as well as other blockbusters.
• We seeded KRE-O content like the Transformers TV spot, custom stop motion videos and a KRE-O game throughout media platforms heavily consumed by our target. Some of these platforms included cartoonnetwork.com, in cinema and YouTube. These partnerships, especially YouTube, resulted in additional organic pick-ups from fan sites.
• A customised YouTube channel was built to look magically constructed from KRE-O bricks.




As the media partner for the toymaker Hasbro, our marketing challenge was threefold:
1. Launch KRE-O Transformers with a limited media budget of $5m (10% of what category leader Mattel spends on LEGO)
2. Differentiate a product that is almost identical to LEGO
3. Convince boys who play with LEGOs to want KRE-O Transformers more
With virtually no creative content at launch, we had to be content producers, as well as media strategists.
Our success was measured by awareness, brand perception, and differentiation among boys 6-12, as well as purchase intent and sales.
When young boys want to build something, they think LEGOs. We discovered our target flocks to sites like YouTube to learn building techniques, and how to use LEGO to build their favorite Transformer characters. Based on this insight, we developed a custom content program called “Transform Your World” to capture the attention of this active audience.