spotlight...

Brief

To maximise UK brand awareness of Miffy’s 55^th anniversary throughout 2010.

Solution

We organised and publicised a series of anniversary events, including:

- A Miffy Birthday Party for key press and bloggers plus their children

- A London character photocall on Westminster Bridge

- A series of promotions in independent retailers

- A charity fund-raiser in UK pre-schools for World Book Day

Alongside this, we set up a number of in-depth feature profiles of Miffy’s creator Dick Bruna in national press.

We also targeted all the key seasonal gift guides with fresh Miffy retail products, flagging up the 55th Anniversary, and ran monthly consumer competitions to win merchandise.

The whole campaign was supported by on-going Facebook and Twitter management, engaging fans with news, events, photos, retail information and giveaways.

Sample cuttings: