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BRAND CHALLENGE

The brand, after four years of selling the same product, the brand raised the need to address the target audience in a different way, more linked to today's children’s behavior. The product, The Cool Cushion: a pillow that helps younger children sleep with its softness and the gentle lights that come from inside. A great help for the parents of children who feel afraid in the dark.

BRAND ENLIGHTENMENT

In the investigation it became clear that almost all children between 4 and 7 years had developed an emotional relationship with the cushion. It was more a companion than a household object. The children spoke fondly of “My Cool Cushion” so, the next step in the construction of the long-term brand, should give it visibility beyond the walls of the room: to achieve this the Cool Party Cushion was created, whose lights flash to the beat of the music. The perfect product to become a social and aspirational phenomenon within a group that already knows the Cool Cushion.

Would this audience be too young to participate in a social media activation? That was our proposal and the client decided to take on the challenge.

The World's Biggest Pyjama Party became an event announced on television that attracted thousands of children and their parents to our platform, to be part of this digital milestone and with the promise to be protagonists of the next advertising campaign . The children participated massively by sending videos of their parties and went crazy when they saw themselves in the brand’s following TV commercials feeling like Disney Channel stars during the campaign.

ACHIEVEMENTS

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Over 400 videos and thousands of pictures from all over Spain were uploaded to the platform.

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The Cool Cushion stock disappeared in two weeks and left many children waiting for the brand to restock.

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The product faced its 5th year of life with renewed energy and a much superior connection with its audience.

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Disney Channel and Boing gave very positive feedback for the audacious campaign.

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The brand is evaluating making a new edition of the party to continue capitalizing on the success achieved.