Cannes Lions

TOYS

Y&R NOT JUST FILM, Amsterdam / C1000 / 2012

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Overview

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Credits

Overview

Execution

With music as the basis we created a band. Utilising GoGo characters, we secretly assembled The Breakz. This band of 6 life-size GoGos made a hit track, played real gigs and launched a video. Boosting awareness of the band and the video we enlisted the top 3 Dutch YouTube cover artists to make their own versions of ‘Let’s Go!’.

‘Let’s Go!’ received plenty of requested radio play, and the video went viral. Once the toys were released, we activated the fans’ participation by providing a stop-motion app. The app allowed children to make their own music videos with GoGos.

Outcome

The video achieved 1.5m YouTube views in 3 weeks, and entered the Kids Top 20 before the start of the promotion.94% of the kids like collecting GoGos.73% of visitors took part in the promotion.A total of 27m Groovy GoGos were given away.This resulted in an average turnover growth of 2,100,000 per week.

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