Direct > Use of Direct Marketing
COME BACK FERRORAMA
DDB BRASIL, Sao Paulo / ESTRELLA / 2011
Awards:
Overview
Credits
Overview
BriefWithProjectedOutcomes
Use old fans of the toy to create social media buzz and, therefore, reach our main target: children born in the digital age.
ClientBriefOrObjective
Develop a project to relaunch Ferrorama, a very successful toy train made by Estrela and discontinued in the 80s
Effectiveness
After 5 days the fans reached their final destination, the St. James Cathedral. And the president honored his pledge, re-launching the product.1230 pre-reserved toys on the website.
Sold out 1 month after its release.Project featured 3 times on Twitter Brazil Trending Topics.More than 600 thousand views on the website, without paid media.Mentioned on TV shows, big magazines, newspapers and radio stations.
Relevancy
We posted a video on YouTube in which Estrela’s president challenged the biggest Ferrorama community of fans on Orkut. In order to prove their faith in the return of the toy, the fans should make the train travel the last 12 miles of The Way of St. James (El Camino de Santiago, the most famous pilgrim’s route in the world). The group had only 120 Meters of track and was told the train was not allowed to stop. The public could follow the journey in real time via video, photos, tweets, and interact live with the team on a website.We generated awareness of the campaign by targeting the fans on orkut (Facebook) and leading them to a YouTube film.
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