TBWA wins pounds 1m Toyzone launch task

By LISA CAMPBELL, campaignlive.co.uk, Friday, 17 December 1999 12:00AM

Toyzone, the online toy retailer set up by the multi-millionaire founder of Sports Division, Tom Hunter, has hired TBWA GGT Simons Palmer to handle a pounds 1 million launch advertising campaign.

Toyzone, the online toy retailer set up by the multi-millionaire

founder of Sports Division, Tom Hunter, has hired TBWA GGT Simons Palmer

to handle a pounds 1 million launch advertising campaign.



The site launched in September as a rival to the successful US retailer,

e-Toys. It is backed by Matthew Freud, owner of the PR agency, Freud

Communications, and BSkyB, which last month took a 5 per cent stake in

the company in a deal estimated to be worth pounds 2 million.



A press, poster and radio campaign breaks at the end of this week and is

targeted at children and parents. The advertising aims to encourage

children to explore the website themselves by using the line: ’Where

toys hang out.’ The win is expected to lead to further creative

assignments.



Jo Hall, the managing director at Toyzone, said: ’We have tried to build

a toy e-tail site that offers British customers an online shopping

experience above and beyond the commercial transaction. This approach

allows us to build an emotional bond with customers.



’Our advertising must reflect this and TBWA’s first work demonstrates an

immediate understanding and creative interpretation of the Toyzone

brand.’



Paul Bainsfair, the chairman of TBWA, added: ’Toyzone stands out because

it has been brilliantly targeted at British customers. The site isn’t

just about buying toys. It’s a real joy to explore.’



The campaign was written by Trevor Beattie and art directed by Bil

Bungay.



This article was first published on campaignlive.co.uk

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