Why is this work relevant for Brand Experience & Activation ?

As an event that promises play on a whole new scale, the campaign’s idea was to showcase how this 4,800 sqm playground is fun made larger than life. Featuring dedicated play spaces for each beloved toy brand, as well as live shows, other fringe activities and even meet-and-greets, Palawan Green at Sentosa was transformed into a super-sized, interactive toybox — literally.

Background

TOYBOX Powered by Hasbro is Hasbro’s first multi-brand live carnival in Asia. It promises to bring everyone’s favourite childhood toys to life. Set to be the ultimate playground for everyone, especially the fans of the toy brands on showcase, this event and its marketing efforts had to excite like never before. Key Objectives: 1. Achieve 15 million impressions 2. Generate 5X spend per visitor against cost 3. Achieve 150,000 unique pageviews The event was scheduled to happen over the Lunar New Year period. Plus, it was not happening during the school holiday season despite the numerous toy brands being featured. To get the attention of the target audience and draw them to the event during this period was definitely not easy. What better way than to let the well-loved toy brands come alive at the event and in the digital sphere, connecting Hasbro fans of any age.

Describe the creative idea (20% of vote)

As an event that promises play on a whole new scale, the campaign’s idea was to showcase how this 4,800 sqm playground is fun made larger than life. Featuring dedicated play spaces for each beloved toy brand, as well as live shows, other fringe activities and even meet-and-greets, Palawan Green at Sentosa was transformed into a super-sized, interactive toybox — literally.

Describe the strategy (20% of vote)

To showcase that TOYBOX Powered by Hasbro was truly a large-scale, never-before-seen event, the marketing campaign for it made fun come alive on every platform. With Singapore having an internet penetration rate of 84%,1 the campaign was mainly brought to life on digital and social platforms — producing high visibility and engagement.

Describe the execution (30% of vote)

To showcase that TOYBOX Powered by Hasbro was truly a large-scale, never-before-seen event, the marketing campaign for it made fun come alive on every platform. With Singapore having an internet penetration rate of 84%,1 the campaign was mainly brought to life on digital and social platforms — producing high visibility and engagement.

List the results (30% of vote)

TOYBOX Powered by Hasbro officially opened its doors to all play seekers on 1 February 2019. By the end of the event period, it had managed to outperform its set targets. The marketing campaign achieved a total of 23.2 million impressions, surpassing the goal by more than 50%. In terms of PR value, the campaign achieved a total of $2.6 million earned media, exceeding the target by 9 times. Digital and social content brought about a total of 228,350 engagements, with heightened awareness seen during the lead-up to the event. The campaign also recorded a total of 231,634 unique pageviews, surpassing the target by over 50%. These awareness efforts resulted in visitors arriving at TOYBOX Powered by Hasbro and generating 3 times the projected minimum spend per visitor.