After a long time without communicating in Spain and Portugal, Toys R Us wanted to create some radio spots to broadcast at a very important time: Christmas.

And on this special time of the year, Toys R Us wanted parents to spend less time at work and more time with their children. Despite the importance of this, daily routine and in particular work, make 60% of parents spend less than two hours per week playing with their kids.

The goal was to create a radio campaign capable of inspiring all parents to spend more time with their children. And instead of just communicating it, we did it.

For the radio campaign, we hired the busiest Spanish, Catalan and Portuguese radio presenters at the moment. But we do not hire them to work, but just to play with their children.

We transformed a recording studio into a room full of toys, we encouraged them to play together and with the best moments we made the radio ads.

In these spots we can hear some of those funny moments where they play with the toys we gave them.

We also recorded the entire experience and turned it into a content video.

The target audience of our campaign were parents with children of a young, playing age. And, according to data, more than 60% of parents spent less than two hours per week playing with their children.

We addressed them trying to find empathy. We wanted our campaign to inspire to achieve our goal: that parents spend less time at work and more time with their children.

We created the radio ads using the best moments of play between parents and children. In addition, the whole experience was filmed and turned into a content video.

The radio spots and the video were broadcasted during the Christmas season on the biggest Spanish and Portuguese radios.

Both were broadcasted during programs and content aimed at parents. Our goal was to inspire the rest of them to do the same thing that we achieved with our campaign: transform work time into play time.

The video of the experience got over 300.000 views in less than one week.

The ads were broadcasted on main programmes of radio stations in Spain and Portugal and after a year of decreasing sales, we managed to increase sales again.