Tomy: Thomas the Tank Engine National In-Store Events

Client: Tomy | Agency: PromoWorks  Role: Creative Director | Award: Top 10 Campaign – PROMO Magazine

Challenge

To design a cost-effective in-store demo “play space” for children to actually play with Thomas the Tank Engine toys while parents are intercepted at the demo station. To engage children and create awareness of Thomas The Tank Engine Toys by Tomy; To create excitement that enables interactivity in a well-defined area; and to intercept parents while children were engaged in play.

Strategy / Solution

We brought the demo down to the level children would normally play at and created a custom corrugate Play Mat with full color graphics of a railroad to enable actual interaction with Thomas the Tank Engine toys. The play mat was designed with raised edges to contain the play space on the floor in-store. Parents were intercepted while children were playing and given a Tomy toy reference guide handout.

Results

The promotion resulted in an overall national average of 150% sales lift on the day of the demo in spite of the fact that it was executed in a non-holiday time period.