Real FX Racing launch – Vivid Toy Group & Wow!

CHALLENGE:
To launch Real FX Racing into the UK market against stiff competition from existing competitor products who were already in existence at retail. Showcasing new technologies and advanced play system alongside established and new brands.

APPROACH:
We developed a 360 degree campaign to target a cross section of media:
UK Toy Fair launch – first see opportunity for tech press. Press demo tour with inventor and Real FX set: targeting tech and consumer media across the UK prior to launching into retail in order to demonstrate first hand the new set and how the system had been developed. YouTube video seeding featuring GoPro camera to bring the set to life. Comparative ‘on test’ feature placement alongside other competitor products across tech and consumer media both in print and online. Christmas Gift Guide sell in across all media to position the product as the ultimate kit for Christmas for Dads and Lads. Hamleys ToyTesters.TV tour across the UK to enable consumers to get hands on with the kit in stores with accompanying product reviews. Succeeded in getting Real FX included in a number of retailer Top 10 Toys for Christmas prediction lists. Influencer programme targeting Gamers and Dad Bloggers. Presence at the Gadget Show Live April showcase to enable press and consumers to experience the technology and development behind the product

IMPACT:
Number of pieces of coverage: 200+ including review spreads in The Independent, Pocket Lint, Sunday Times Driving, Sun Motors, Mirror Tech
ROI: x 50