The Brief

Furby is the first interactive toy targeted to young females in their 20’s. Furby speaks in her own language, dances, and even gets angry. She acts like a trouble maker (and we call it an alien). Furby can be a cute character due to its appearance. Currently, the most famous characters in Korea are celebrity idols. *Celebrity idol: very famous young singers in Korea like 2PM, Super Junior, 2NE1, etc. So, Furby positioned herself as an "alien idol" and targets young females who live alone in a big city and want to find friends who they can spend time with, such as that of SNS.

Describe how the promotion developed from concept to implementation

Strategy was to make Furby the "alien idol" to appeal to young females. We started with gallery promotion-All about Furby Exhibition. Then there was a launch show to announce Alien Furby’s landing in Seoul. It was executed in a form of showcase which is usually done for celebrities. A co-promotion with Metro was held to give out Furby character cake to young couples for White Day celebration. Lastly, “Pandora Box”. This gift box was sent out to trendsetters and celebs in order for them to play with Furby and post their experiences on SNS channels or to get free media coverage.

Describe the success of the promotion with both client and consumer including some quantifiable results

The result was outstanding. The sales of Furby increased 250% compared to other toy products that were launched before. And almost 800,000 weekly total reach was achieved on Furby Facebook page. Over 70% of Furby facebook fans were aged between 18 and 34. Most importantly, this was the first ever toy launching campaign that has integrated marketing approaches including exhibitions, launching show, celebrity model and media.

Explain why the method of promotion was most relevant to the product or service

We selected activities that were more suitable to young people by meeting their taste for cultural trends and lifestyles. At gallery zone, visitors could enjoy trick art while experiencing the product since females love going to art gallery and exhibition. Co-promotion with Metro for White Day was implemented to appeal to and engage with young couples. In terms of place, the gallery was located at Coex Mall, one of the hottest spot in Gangnam where young couples spend most of their time. The launch show was held at Time Square, which is also one of the most popular places in Seoul for young generations to hang out.