CREATIVE & STRATEGY DIRECTION BY MARIO CASTELLANOS
We needed to grow the kid’s category sales within our retailers, and there was a lot of competitors. So we had to be creative to approach our consumer thinking on the kids but also the parents.
To celebrate Children’s Day on the 30th of April, we partnered with Alfonso de Anda, the most famous illustrator in the country. The idea was to create a mini-series of 3 episodes that would describe the kid’s first skating experience.
Besides attracting the attention of Alfonso’s fans, we wanted to raise memories in the adult consumers about their first skating experiences.
De Anda created not only materials for the mini-series but also content for social media. In retail, we supported the campaign with gift-with-purchase. The pack of stickers, patches, and pins were distributed with each purchase.
Two stories were written, each separated into three chapters. In addition, illustrations were generated for the social channels of the brand. A viral campaign was carried out, where the characters were moved to a realistic environment, functioning as a warm-up campaign for the release of the chapters.
Taking advantage of the spaces that the brand has in points of sale exclusive for children, we produced a gift in the purchase of the product. This consisted of a package of stickers, patches and buttons for the first year and a pillow commemorative of the campaign in the second. That way, we gained relevance in the points of sale as well as greater visibility for our customers, increasing the sales of the temporality.