Toys R Us banks on hot-spotting in summer sell

Toys R Us has unveiled a series of TVCs in Hong Kong that effectively become a mini product catalogue when played online. <BR><BR>The ads use a technology called 'hot-spotting' which enables customers to pick out featured products when the ads are played online, freezing the action as a 3-D image of the toy pops-up on screen, together with its price and a short description.<BR><BR>The TVCs form part of a through-the-line push revolving around the publication of the store's new summer catalogue at the start of the school holidays.<BR><BR>The retailer is also inviting kids to submit videos of themselves with their toys to be posted on its website, a first for the store, with prizes on offer for the best ones. In addition, customers can vote on their favourite toys and post comments to encourage deeper engagement online.<BR><BR>"The whole programme is designed to be interactive, engaging and fun, and all the different elements are integrated," said Toys R Us Asia's head of marketing and CRM, Argha Sen. <BR><BR>Toys R Us is looking to roll out the communication into other markets, especially those with robust broadband penetration such as Taiwan and Singapore, Sen added.<BR><BR>Each of the TVCs, running on local TV station TVB Jade and on Yahoo, shows a young boy pointing out the hottest toys to a young girl in a Toys R Us store. When asked how he knows about these toys, he replies that he found out on the Toys R Us website. <BR><BR>The campaign includes a new 'Top-10 toys' concept to build buzz around key products, with each of the ads featuring three toys from the list. The push also includes traditional and online direct marketing sent out to Star Card loyalty  members, as well as print, outdoor billboards, in-station advertising, events and PR, with stores dressed up and fully merchandised.