The integrated marketing campaign has rolled out globally with Australia being the first market to launch on 14 April, supported by TV, digital, social and PR.
A 30-second TVC, which is being broadcast nationally until 12 May, captures a series of authentic moments filmed with real parents and their children, from the joy of a tiny smile to the challenges of a toddler’s tantrum.
As part of the campaign, Fisher-Price has also launched a customised Overjoyed app available on its website and Facebook, through which parents can submit their own photos, videos and stories.
The “Moment of the Week” that best captures the essence of the campaign will be rewarded with A$500 (US$516) worth of Baby Gear and Nursery Toys from the brand.
Melissa O’Sullivan, senior marketing manager for Fisher-Price Australia and New Zealand, told Campaign Asia-Pacific that the company chose to align the Australian campaign with the lead into Mother’s Day in May, and other key regional markets, including India, Japan and China, will launch the campaign at various times throughout 2013.
“Throughout the year, Fisher-Price will also introduce a number of innovative new products, such as the newly released Laugh & Learn Apptivity Storybook Reader, and further expansion of the Fisher-Price Laugh & Learn apps that are available to download for free at fisher-price.com.au,” she said.
Earlier this week, Mattel, the brand’s parent company, reported a good first quarter with worldwide net sales up 7 per cent and international region gross sales up 9 per cent, thanks to strong sales of dolls like Monster High, Disney Princess and American Girl. However, Fisher-Price’s worldwide gross sales continued to struggle, dropping by 7 per cent to US$287.3 million from US$310.2 million a year ago.
CREDITS
Media Carat Australia
Digital JWT Melbourne
Creative Y&R New York, Colour Me Films, Weber Shandwick
PR Weber Shandwick Australia
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