A national roadshow showcasing the new Sylvanian Families Town – the largest product launch in the toy brand’s 34 year history – was crowned overall winner in the retail-focused Opal Awards last week.
Run by Revo, The Opals recognise the best brand activations in retail environments across the UK – including shopping centres and transport hubs.
The 2018 Sylvanian Families roadshow, which toured intu shopping centres in the form of a giant, immersive structure replicating the new Town playset, won the category ‘Experiential, Multiple Destinations’ plus the Aurora Prize for Best Overall entry.
The World’s Smallest Fashion Show – a miniature automated catwalk featuring 40 Sylvanian ‘models’ dressed in tiny couture – was integral to the roadshow, providing a draw for fans and key news hook.
The Opal judges were overwhelming positive about this unique brand experience. Comments included:
“Big interactive elements and a real-life immersive experience, coupled with ability to see and play with the product. Really delivered on the brand’s measurable value; added great customer interaction.”
“Perfect timing for the activity and great to see alignment with toy occupiers to drive sales. Clever structure that really brings the idea to life.”
“Great execution – no better way to engage than to allow the audience to immerse themselves in the magic of the world being promoted.”
The roadshow visited four intu centres (Trafford Centre, Metrocentre, Merryhill and Lakeside) and was supported by in-store promotions at nearby outlets of Hamleys and The Entertainer. The experience attracted over 4,000 visitors, exceeding original expectations, and led to a huge growth in national sales for the brand as well as building awareness amongst a new generation of fans.
Highlight’s 3-month strategy for the Town launch (comprising the creative platform, London PR stunt, retail window displays, intu roadshow plus PR and social media support) has been shortlisted for ‘Best Integrated Campaign’ in the PRCA DARE Awards 2019.