By involving kids in an activity usually reserved for adult (a company board of directors) the Pre School Board was an idea that caught the imaginations of kids and parents. We added another layer to the campaign by tasking the board with testing toys and deciding which ones would be released. By creating a genuine fantasy experience we were able to engage our audiences in a number of ways; at a website, by requesting they supply content and finally at a memorable live event. The live event saw each board member kitted out in role specific attire, such as a business suit for the company accountant. We then chauffeured the board to the board meeting where the media was ready to report what would happen. The board successfully selected the lead toy to be released in 2008: the Digital Arts and Crafts Studio.

We’d caught the imaginations of both mums and kids; 25,000+ visited the website, hundreds submitted resumes. Website / blog ‘gossip’ went into overdrive. Mums were engaged and passed the message on. The media loved the Pre School Board too, this gave us valuable free PR exposure. Articles ran in 15 major newspapers and magazines. The promotion featured twice on national primetime TV. $1 million+ of media exposure was generated. Most importantly for the client we created a massive sales spike. Q4 sales increased (y-o-y) by 58% in Preschool toys, 150% across Character Brands, 183% in Preschool Boys sub-segment.