Blackjack Promotions created an exciting 3 month retail campaign to build awareness of Fisher-Price products amongst young mums.
Leading infant and preschool toymaker Fisher-Price joined forces with Blackjack with the unveiling of a children's play area and UK retail outlet at Gatwick's busy South Terminal. Also taking part in the UK's number one Baby Show, Fisher-Price joined a host of retailers, offering new families the opportunity to shop for everything they need under one roof.
The objective of the campaign was to build awareness of Fisher-Price products and gain brand loyalty amongst young mums.
At Gatwick the play area and retail unit offered parents a chance to relax while their tots tried out toys sold in the retail space. Blackjack were responsible for all logistics, and staffing. Fully trained, CRB-checked staff were handpicked with previous experience in sales and children's entertainment. At the Baby Show Blackjack provided a team of costume characters who performed a dance routine on stage each day dressed as the much loved 'Pup and Sis' characters. Blackjack also provided trained massage therapists who offered a pre-natal massage.
Over 80% of all users to the Play area at Gatwick bought a Fisher Price product. Feedback left in the welcome book was used for internal comms and proved what a success the play area was. At The Baby shows over 200 massages were given out per day and positive PR generated from the experience was very high. As a result Fisher Price social media sites saw a huge increase in followers and toys played with and seen at the stand where then bought, as a direct result of their children playing with them.
We received some fantastic feedback from parents during and after the campaign. One Baby Show consumer told us; "That performance was fantastic, definitely a winner with my twins". Giving an experience to an individual, whether it be a free massage or somewhere, again free of charge, where a staff passenger can sit and relax and be confident their child is safe in what is a very stressful environment works very well and creates a positive impression, which in-turn will build loyalty among the target audience.