Unfortunately for our friends at TRU, Australia, this campaign came too late - it launched the day the Toys 'R' Us, USA also announced bankruptcy. Regardless, it is still a powerful campaign we'd love to share. It got outstanding audience engagement with up to 54% completion rates on YouTube!
Toys ‘R’ Us is Australia’s largest toy store and has been in operation locally for almost 25 years. The company wanted to produce a digital campaign and series of online commercials, designed to reconnect
the brand with their target markets. The main focus of the campaign was to get Toys ‘R’ Us to be top of mind for consumers (particularly kids) when it comes to thinking about toys. The campaign also needed to position the brand as 'FUN' and 'AWESOME' - its main aim was to get consumers to visit and spend time in Toys ‘R’ Us stores.
Check out the rest of the series
Good Eye Deer won the contract to produce the whole 2017 Toys 'R' Us campaign.
#JoinTheFun positions Toys ‘R’ Us as the enablers of imagination and
the go-to place for fun. It positions the company as one that recognizes
the importance of play in our life and helps us embrace it.
When we play, we become limitless. The message we are sharing with the
kids of today is that through Toys ‘R’ Us, ‘You can be anything you want
This campaign is all about encouraging individuality and diversity,
breaking down barriers to happiness, and opening hearts and minds to
the limitless possibilities that abound when we #JoinTheFun.
#Jointhefun continues to perform well – initial reads have shown that the TVC’s are performing with completion rates ranging from 30% - 54%, which well exceeds industry averages and shows that users are highly engaged with the content."
Marketing Manager, Toys 'R' Us, Australia
Agency: Good Eye Deer
Production company: Good Eye Deer
Campaign and TVC Director: Gavin Banks
Producer: Olivia Olley
Campaign Art Director: Fraser Smith
Campaign Strategist: Brian Daly