Dubbed the ‘HP Toyrama’ contest, the campaign is targeted at designers, 3D artists and animators.
Participants have to create short animated movies starring five Monsterism Island toy characters designed by toy designer and illustrator Pete Fowler, who will also judge the entries.
Participants have to create short animated movies starring five Monsterism Island toy characters designed by toy designer and illustrator Pete Fowler, who will also judge the entries.
An Arc-designed site (www.hptoyrama.com/) provides scenarios and backgrounds to participants, who can then submit their skits via the site.
Amateurs and design students can take part in an open category while proficient designers can opt to participate in the professional segment. The contest, which runs till 9 October, is open to designers from 12 countries in the Asia-Pacific region.
To generate traffic, direct mailers and press kits containing figurines of the five characters were sent to the media and top practitioners of the target audience in each market.
Stickers and posters were also placed in schools and toy shops.
Arc also used online banners, viral mobile clips and customized electronic mailers to spread the word.
“The brief was to build awareness and generate sales for the HP workstation. We took into account the target audience and their love for anime, cartoons and toys, and how HP had partnered DreamWorks to produce animated films like Shrek before coming up with the idea,” said Arc’s senior account manager, Jorida Ong.
