2013 TV ADS CAPTURE THE MAGIC OF TOYS”R”US THROUGH KIDS’ EYES AND SHOWCASE THE RETAILER’S UNIQUE ABILITY TO MAKE KIDS’ WISHES COME TRUE, WHILE COMMUNICATING ITS COMPETITIVE ADVANTAGES AND COMPELLING SERVICES
COMPANY’S HOLIDAY ADVERTISING STRATEGY, LED BY AN AMUSING AND HEARTWARMING TV COMMERCIAL, PLACES NEW FOCUS ON DIGITAL ENGAGEMENT, PLUS FULL INTEGRATION INTO PRINT VEHICLES
Toys”R”Us® has unwrapped its 2013 holiday marketing plans, and they include a new Holiday TV campaign that will allow parents and gift-givers to experience the magic of Toys”R”Us through children’s eyes. The broadcast commercial, which began airing on Sunday, October 20, takes viewers on an amusing and moving journey, as a group of children who think they’re going on a field trip to “Meet the Trees” but instead wind up at The World’s Greatest Toy Store™ with free rein of the endless aisles of fun at their fingertips. The sheer delight captured during this real-life, surprise trip shines a spotlight on the company’s ability to help make kids’ wishes come true.
The new TV ads are the centerpiece of a fully integrated marketing campaign, encompassing digital, radio and print advertising. Created in partnership with The Escape Pod Agency, an award-winning creative agency based in Chicago, the spots will air on all major networks and cable stations throughout the holiday season.
“While the holidays are a busy time for families, we wanted our new marketing campaign to cause viewers to pause and be reminded of the true joy that lies at the center of gift-giving. At Toys”R”Us, we are uniquely positioned to bring smiles to children’s faces – our stores are a quintessential wonderland for kids and kids at heart,” said Peter Reiner, Senior Vice President, Marketing, Toys”R”Us, U.S. “We also wanted to clearly illustrate our number one objective, which is to help make shopping for kids even easier and more enjoyable for moms and dads. From Free Layaway to Price Match Guarantee, which now includes online retailers, we’re pulling out all the stops to help gift-givers get their ‘Wishin’ Accomplished’ at Toys”R”Us!”
A SPECIAL TOYS”R”US SURPRISE: NOT YOUR AVERAGE FIELD TRIP
To film the series of unique, moment-in-time TV commercials for Toys”R”Us, the company coordinated a carefully executed prank that would ultimately bring great joy to a group of very special children. As nearly 100 kids from local New York charities, including Big Brothers Big Sisters and The Boys & Girls Club, boarded a school bus for a field trip captained by Park Ranger Brad from “Meet the Trees Foundation,” their lack of enthusiasm was written all over their youthful faces.
After a 20-minute bus ride, during which the only sounds heard from the children were silent yawns and a few grumbles, Brad announced that they were approaching their destination. At that moment, Brad tore off his subdued Park Ranger regalia to reveal a Toys”R”Us uniform – this quickly got the kids’ attention – and told them that they were actually going to Toys”R”Us. The sheer excitement that ensued was nothing short of amazing. From there, Brad, along with Toys”R”Us employees and Geoffrey the Giraffe, guided the children into the store, where they were given free rein to browse every aisle of the store filled with the season’s hottest toys.
Discreetly placed cameras and GoPros were used to film the kids as they tested out the magic of Flutterbye Flying Fairies, took the wheels of Razor’s Crazy Cart for a spin, tapped the touchscreen of tabeo™ e2 to unlock must-have apps and applied faux lipstick in the mirror of the Sofia the First Royal Talking Vanity. In addition to the adorable and action-packed, real-life footage, the TV spots highlight the kids’ true-to-heart comments about why they love Toys”R”Us.
The Toys”R”Us TV ads will air on all major networks, including ABC, CBS, NBC, FOX and CW, as well as A&E, Lifetime, HGTV, TLC, TBS, TNT, Animal Planet, E!, Food Network, USA, OWN, The Hub and Oxygen, among others. Top national morning and syndicated talk shows, including Good Morning America, The View, The Talk, Rachael Ray , Queen Latifah and Dr. Oz, will also air the commercials throughout the season.
TOYS”R”US PREPARES PARENTS FOR SUCCESS: #WISHINACCOMPLISHED
Featured at the end of each TV commercial and throughout many of the company’s print and online marketing vehicles, is the hashtag, #WishinAccomplished. All parents are on a mission during the busy holiday season to fulfill their kids’ wishes, while also hoping for a hassle-free shopping experience for themselves. This new hashtag, coupled with the many services offered by Toys”R”Us this season to make shopping a cinch, will have parents using #WishinAccomplished as they successfully check off the items on their kids’ wish lists.
To further bring the campaign to life online, Toys”R”Us will feature dedicated social media content, including a special 90-second version of the TV commercial and fun behind-the-scenes images, on the company’s Facebook page, www.Facebook.com/Toysrus. The Toys”R”Us YouTube Channel, www.YouTube.com/ToysRUsOnline, will serve as the go-to destination for kids and families looking to replay the magical moments of the commercials.
SHINING A SPOTLIGHT ON COMPANY’S SERVICES THROUGHOUT THE CAMPAIGN
While the commercials feature a broad selection of toys, including those that parents and kids can only find at Toys”R”Us this holiday season, each spot also calls attention to a number of the unique services available to help gift-givers shop and save in the way that is most convenient to them, such as:
- FREE layaway, which is back by popular demand and will be offered through December 15 with no upfront service fee and no minimum purchase requirement. New this year, after an order is created in-store, subsequent payments can be made online at Toysrus.com.
- Price Match Guarantee, which has been expanded to include price matching of online retailers. As one of the company’s various pricing initiatives, this showcases the daily value Toys”R”Us offers its customers on key items, removing any doubt that they’re getting a great deal.
- A new extended return policy, allowing customers to shop now with even more confidence for their holiday purchases, knowing they can make returns through January 25.
EMPHASIS ON DIGITAL ADVERTISEMENTS TO ENGAGE ONLINE COMMUNITY
Now through mid-December, Toys”R”Us promotional activity will be seen across the Web, as the company has increased its investment in digital advertising for 2013. The strategy includes premier placements on high-impact homepages, including www.MSN.com, www.YouTube and Yahoo!, among others. Those who engage with popular apps, such as Angry Birds, will also see Toys”R”Us ads in-game. And, as a digital extension of the retailer’s broadcast promotions, www.ABC.com and www.CBS.com will feature Toys”R”Us ads online as part of a larger partnership with the networks.