Playmobil is airing three new ads in almost all European countries and North America from this month.
The global umbrella brand campaign is a further step in the realignment of ‘moving into the future’, which was announced at the beginning of the year.
The new strategy includes the consistent orientation of the Playmobil brand towards its customers and consumers. Strictly aimed at the target group of children, the ads highlight the message: ‘everything is new and different with the iconic toy brand’. They will form part of a 360 marketing campaign including relevant digital channels such as Facebook, Instagram and YouTube.
In the mixed theme videos the princess, for example, calls the fire brigade to rescue a cat from the roof together. The knights of Novelmore give the dinosaur T-Rex medicinal herbs to relieve his toothache. And the pirates unexpectedly find their valuable treasure on a Playmobil farm.
“There are no limits to children’s imagination and humour,” commented Julia Straschil, senior vice president of global marketing at Playmobil. “With a huge selection of play worlds, Playmobil offers children something new every day. Children play creatively and combine different play themes, which is what we want to show in our campaign.”
In addition to TV, the media focus lies on various digital channels and is geared towards children’s media usage behaviour. The new adverts are on air in 6-, 10-, 15- and 20-second formats.
