During the two months it was online, more than 60 thousand people visited the toy factory. More than 14 thousand letters were sent of which 77% of these were exchanged for the discount. In the media, the factory generated a good amount of free press and by the end of the season toy sales had increased 47% above the year before. On January 2009 a Buying Preference Survey put La Sirena at 42.5% among all toy retailers.

Client wanted to increase its toy sales by 20% above the year prior. During the Christmas season the Dominican Republic is marked by a surge in advertising spending. Thus experiencing a market saturation with advertising that is so hard to tell apart from one another that it ends up confusing consumers about where to buy the best toys at the lowest prices. We had to break through the clutter and reach parents on a more personal level. But we found out parents don’t start buying gifts until they have their children’s wish list. So we reached them through their kids.

This insight gave way to the creation of the strategy. The execution started with the creation of a website that captured children’s attention as the place where Santa built his toys. A 360-degree campaign was deployed throughout the city. The access to the site was granted upon the insertion of their parent’s email. Among the many things they could do inside was the Christmas Wishlist. Here they could select the toys they liked and send it to Santa. Immediately the parents received an email with the toys their kids wanted and a 25% discount upon purchase.

We were able to give parents the satisfaction of buying the gifts their children wanted while saving them time and money. The strength of the creative lies in the way we used multiple touch points and targets to achieve the desired goal.