Playmobil presents new umbrella brand campaign
Playmobil is going on air in almost all European countries and North America from mid-October with three new commercial spots. The global umbrella brand campaign is a further step in the realignment presented at the beginning of the year, ‘Moving into the future’. This new and comprehensive strategy includes the consistent orientation of the Playmobil brand towards its customers and consumers. The adverts are strictly geared towards the target group of children and contain the message: everything is new and different with the cult toy brand Playmobil. They not only run on TV, but also on all relevant digital channels such as Facebook, Instagram and YouTube.
In the entertaining and cross-themed videos, for example, the princess calls the fire brigade to rescue a cat from the roof together. The knights of Novelmore give the dinosaur T-Rex medicinal herbs to relieve his toothache. And the pirates unexpectedly find their valuable treasure on a Playmobil farm. Playmobil is breaking completely new ground with this cross-media campaign and showing the play worlds of children like never before: imaginative, cross-thematic and entertaining.
Media focus on digital channels
‘There are no limits to children's imagination and humour,’ says Julia Straschil, Senior Vice President Global Marketing, ’With a huge selection of play worlds, Playmobil offers children something new every day. Children play creatively and combine toy worlds, and we want to show this in our campaign.’ In addition to TV, the media focus is on the various digital channels and is geared towards children's media usage behaviour. The new adverts are on air in 6-, 10-, 15- and 20-second formats.
The individual stories were penned by renowned creative Roland Vanoni, with agency XY working as creative supervisor. Woodblock was responsible for the CGI production and the real scenes were produced by Lukkien. In quantitative market research tests, all three films received top ratings for brand fit, attention and involvement.
New brand positioning at the Spielwarenmesse 2025
With the new umbrella brand campaign, Playmobil is providing initial insights into the reorientation of the brand following a comprehensive transformation process at the company. ‘At the Nuremberg Toy Fair in January, we will be presenting our new brand positioning alongside numerous innovations and brand-new products. Playmobil fans will be thrilled and can look forward to 2025 together with us,’ says Playmobil CEO Bahri Kurter.
Source: http://www.playmobil.de