Toys R Us - Join The Fun Campaign

f
The TVC’s performed very well, with completion rates ranging from 30% – 54%, well exceeding industry averages.

Jessica Donovan, Marketing Manager Toys 'R' Us, Australia

the brief

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 a 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.

our approach

Good Eye Deer won the contract to produce the whole 2017 Toys ‘R’ Us campaign.
 

The #JoinTheFun campaign positions Toys ‘R’ Us as the enablers of imagination and the go-to place for fun. It positions the company as one that recognises the importance of play in our lives 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 to be’.

 

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.

Assets Produced

  • Toys R Us “Join the Fun” – All campaign assets including:
  • Brand ID for campaign
  • Photography
  • 6 x 30s online commercials
    • Star Wars/Action figure toys
    • Lego
    • Girl toys
    • Mixed toys
    • Christmas campaign
    • Costumes
  • HTML5 advertising assets
  • Jingle for in-store and broadcast radio


"Action Hero"
30s online commercial

"Christmas"
30s online commercial

Toys R Us "Join the Fun"
Treasure Chest

Toys R Us "Join the Fun"
LEGO

Toys R Us "Join the Fun"
Princess

Brand, Stills & Print

CAMPAIGN ID FOR ONLINE & EXTERNAL outdoor

The campaign identity design conveys our campaign values of ‘creativity’ and ‘imagination’.  It represents the imagination of our kids and positive play. It celebrates diversity and champions individuality through the use of hand styled typeforms, mixed type styles and dynamic ‘sprites’ to add movement and excitement.

credits

Creative: Good Eye Deer

Video production company: Good Eye Deer – Sydney

Campaign Director: Gavin Banks

Campaign Strategist: Brian Daly

Campaign Art Director & Designer: Fraser Smith

Producer: Olivia Olley

DP: Gavin Blyth

Stylist: Sophie Hart

Choreographer: Debbie Ellis

Jingle by Brian Daly

Toys R Us, Australia

Good Eye Deer is a film video production company based in Sydney and Newcastle

see more projects