|Title||AIRTIME FOR PLAYTIME|
|Product / Service||LEGO CITY|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||IRIS WORLDWIDE Singapore, SINGAPORE|
|Idea Creation||IRIS WORLDWIDE Singapore, SINGAPORE|
|Media Placement||CARAT Taipei City, CHINESE TAIPEI|
|PR||IRIS WORLDWIDE Singapore, SINGAPORE|
|Production||SKY LIMIT PICTURES Taipei City, CHINESE TAIPEI|
|Ed Cheong||iris||Executive Creative Director|
|Adam Yeo||iris||Deputy Creative Director|
|Sylvester Poh||iris||Deputy Creative Director|
|Pearlyn Ong||iris||Senior Creative|
|Stephen Moran||iris||Account Director|
|Julia Nightingale||iris||Global PR Director|
|June Chow||iris||PR Director (SEA)|
In order to strike a chord and hit the right nerve, we could not produce yet another commercial eschewing the virtues of bonding over play. We had to walk the talk and show what exactly parents are missing out on when playtime is neglected. To do so, LEGO dedicated its precious airtime to a boy's priceless playtime. At a playschool daycare session in Da-An Taipei, we filmed his charming imagination at work and aired the precious playtime strategically across Taipei's busiest areas frequented by working adults. The surprising media takeover and the PR film that ensued sparked a long overdue conversation.
The precious imagination and playtime of a child that was captured ran on all the media that we took over for 2 days. The placements were strategically targeted on big-screens in high-traffic business areas such as the Taipei Arena, SongShan and ZhongShan district, as well as major department stores and cafeterias all over Taipei where parents frequent during lunch hours or after work. Furthermore, we ran digital ads on business-related sites as well as Youtube to cover all bases of business and leisure time. This allowed us to reflect the genuine surprise and conversations that sparked around Taiwan in our PR film. In the second wave, we amplified the PR film across all markets through thought-leading publications such as Mashable and Huffington Post that spurred other regional and local publications to pick up the news.
• With minimal spend, the campaign garnered 1.4 million dollars worth of earned media. Making news across 26 local mainstream media like Sina News, CD News, Chinese Metropolitan News, to international coverage from the likes of The Huffington Post, Mashable, CNet and more. • The PR film of the takeover garnered over 1.2 million views, and over 2800 shares.
PR was at the heart of this campaign with primary PR KPIs set against the objectives. Garnering public affection and debate for a societal issue on the absence of parental bonding over play in Taiwan, was pivotal in shifting mindsets from pure academic to creative play.
Asian parenting often make headlines for tiger moms and cram schooling as parents prioritise academic achievements over imagination and free-play. This is particularly evident in Taiwan where parents ranked 6th globally in the amount they pay for additional education. Hence, our content served as a thought-provoking yet motivating reminder to parents - to give their child more attention to their imagination. A great message would not serve its intended purpose if parents don’t see it. Hence, we utilised a two-pronged media approach to reach these busy working parents with maximum impact. First, we did a full-blown media takeover in Taiwan with strategic media choices that integrated both offline and online touchpoints that parents would encounter on a work day. Then, we incorporate the reactions in a PR film that was amplified to both global and local media to provoke the thoughts of busy working parents in the extended region.