Case Study: Toys R Us

Creating omni-channel magic

The Problem

How to design and execute a strategic omni-channel Christmas campaign for Toys R Us South Africa that delivers a consistent brand experience in-store and online, plus a whole lot of Christmas magic for kids and parents?

The Brief

Build a strategic solution that meets the ever-changing challenges in the retail market in 2020 and deliver a positive omni-channel experience for consumers and the Toys R Us business.

Our Response

A magical and engaging 360 campaign with Geoffrey, the Toys R Us mascot, as the hero of the campaign. We made wishes come true as Geoffrey granted children’s Christmas wishes through a competition mechanic that involved a magical Wishing Tree.

This was inspired by Geoffrey’s passion for helping kids find the perfect gift, which was also brought to life through a read-along story featured in the Christmas catalogue and formed the concept for the TVC.

The Results

A consistent brand experience in the digital and physical world, which brought Geoffrey to life in a magical way that inspired both children and parents.

Successfully generated magic and upliftment during a time where sentiment was down for many via the Win Your Wishlist competition.

A Christmas catalogue that was first to market, ahead of all competitor toy brands as well as a 360° campaign experience that was truly magical.

A Christmas campaign that delivered a whopping 5% increase in sales for Toys R Us compared with Christmas 2019, despite the challenges of a global Coronavirus pandemic - a result that Toys R US was ecstatic with.

Radio ads

Geoffrey & the Wishing Tree

The Big Toys R Us Book of Wishes

Win Your Wishlist Competition