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Magical miniatures, monumental market impact

The challenge

To create a loyalty promotion campaign for Disney to engage consumers of ‘7 Eleven’ stores in the Far East encouraging increased footfall, overall sales and specific upselling of the highest spending groups.

Our response

A set of collectible Disney character miniatures was created to be available for a limited time period and used to promote increased consumer purchase in order for them to qualify for a ‘free’ character and collect a complete set. A pop-up cinema with interchangeable screens was available to buy as part of the promotion along with other character related collectables.

Mass media advertising supported the campaign including extensive National TV coverage combined with an integrated online strategy. It was so successful that it was extended to include limited edition characters such as Winnie the Pooh and other Disney/Pixar estates.

The results were tremendous: Over 200 million miniatures were distributed in Taiwan alone! There was an incredible 21.3%* uplift in sales during the 16 week promotional period. *Average for this type of campaign: 5-6%

The successful campaign was adapted for roll out to Mexico, Hong Kong, South America, Taiwan and The Netherlands for clients such as Esso, Soriana, Wong and Mannings.

Primary audience

Parents
Children 5 – 13 years

Over 200 million miniatures were distributed in Taiwan alone! There was an incredible 21.3%* uplift in sales during the 16 week promotional period.