A Modern-Day Kids’ Product Launch Taps The Power of Nostalgia
When iconic toymaker WHAM-O, inventor of the “Hula-Hoop” and “Frisbee,” saw that it was losing customers to video games and technology, it enlisted the agency to find creative ways to re-capture the age-old excitement for its new outdoor summer and winter product lineups.
To attract parents, the agency banked on triggering positive memories of their own childhood toys, which in turn, could translate into purchases for their children. In countering kids’ increasingly sedentary lifestyles, a summer multi-media campaign “Get The Kids Outdoors” and a winter one targeting “winter” states was pitched to the top 100 U.S. media markets.
In just four months, WHAM-O generated more than 260 million print impressions and appeared on The Today Show, GMA, The Tonight Show with Jay Leno, PBS and CNN.