Funteractive
Rather than advertise on television - which had been the preferred
option since Milky Way launched Magic Stars in 1995, MediaCom held an
open day for mothers and their children to try and gain some insight
into their two target markets: housewives with kids and kids aged two to
five. The brand wanted to refresh its tired copy and did not have a huge
budget.
At the open day, MediaCom noticed that parents were constantly trying to
encourage their children to indulge in activities other than watching
TV, and particular favourites prompted interaction between parent and
child. In response, MediaCom launched "Funteractive", which comprised
four elements: Toybox, a roll-out campaign across BBC Children's
magazines, branded games, exercises and competitions. Awareness and
frequency of purchase were boosted among both target groups.
WINNER
Title: Funteractive
Media Agency: MediaCom
Media Director: Luca Margarito
Account Director/Media Planner: Mark Sherwood
Client: Mars
Brand/Product: Magic Stars
Marketing Director: Helen Stevenson
Relevant Media/Brand Manager: Paul Smith
