BIG W showcases the hysteria around its annual toy sale in new teaser spot via M&C Saatchi

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Screen Shot 2018-06-18 at 8.52.56 am.jpgBIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania via M&C Saatchi, Sydney.

Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and features a cover of the popular Thin Lizzy song, The Boys are Back in Town.

Says Kristen Linders, general manager, marketing, BIG W: “Second only to Christmas, BIG W’s biggest sales period is during our Toy Sale, so it is the perfect time to drive hype and have fun with the hottest new toys and huge sale items – available both in store and online.

“Kids are always excited about the newest toys and latest crazes and BIG W is the destination in Australia offering the best brands at the best prices.”

Like moths to a flame, the Toy Mania campaign captures kids’ innate attraction to toys and will run from tomorrow with a teaser advert on social and in online videos, with a catchy brand TVC launching on 20 June. The campaign will also feature in radio, out of home and online.

For the first time, BIG W is partnering with Snapchat to engage with kids and families on a platform they all love. A bespoke Toy Mania lens and interactive game will be launched so customers can take the fun up a notch on their smartphones.

With a few selected stores will open at midnight, sales on 80% of its toy range and almost 200 new toys being released, there’s no better time to plan for Christmas, pick up Birthday gifts.

The Toy Mania creative was brought to life by M&C Saatchi Group.

Says Brendan Donnelly, creative director, M&C Saatchi: “We saw CCTV footage of a recent BIG W Toy Sale of parents going crazy as the doors opened, this provided enough inspiration to fuel our campaign. Recreating that scene with kids has captured the joy and sometimes lunacy that comes from toys.”

BIGW

General Manager, Marketing – Kristen Linders

Head of Brand & Universe Marketing – Carly Bowra

Marketing Manager – Ruchi Agarwal

Marketing Coordinator – Sophie Sandilands Head of Media, Social & PR – Fiona Harrop

PR Manager – Michelle Bartolo

Social Manager – Alice Harrison

 

Creative Agency: M&C Saatchi

Executive Creative Director – Cam Blackley

Creative Directors – Brendan Donnelly & Guy Futcher

Senior Creative Team – Michael Harris & Neil Walshe

Group Head – Kura Tyerman-Mikhail

Senior Account Director – Nikki Chapman

Project Director – James Steer

TV Producer – Lill Schroeder

Senior Strategist – Laura Kinzett

Planner – Isabelle Zacharia

Account Manager – Jennifer Edwards

Media Agency: Carat

Client Lead – Scott McCaffery

Client DIrector – Katie Stuart

Strategy Director – Jess Potter

Strategy Manager – Sam Parrott

 PR Agency: PPR

 Director of Marketing and Communications – Annike Morgan

 Senior Account Manager – Lucy Lee