Hasbro

Holger Mies, Business Development Director, Hasbro
Yuliya Korshunova, Junior Brand Manager, Hasbro

OMD Media Direction *Lead Agency

Sergey Romanenko, Media Group Head, OMD Media Direction
Elena Vlasik, Head of Department Non-Standard Media Solutions, OMD Media Direction
Evgeny Scherbina, Group Planning Director, OMD Media Direction
Anton Ryndin, Project manager of Non-Standard Media Solutions, OMD Media Direction
Tatiana Katrich, Managing Director, OMD Media Direction

Hasbro is one of the world's largest makers of toys and board games. Well-known brands such as Transformers, My Little Pony and others are in high demand in Ukraine. However, the company's portfolio includes a number of games that are little known or sought-after, but which have a sales growth potential. These are Operation, Hungry Hungry Hippos, Elefun & Friends, Crocodile Dentist and Shark Chase. Our objective was to unlock their potential. The solution that we found to generate a demand for these "little-known" games cost several times cheaper than direct TV advertising but was nearly as effective. The content (Play & Learn show) produced in cooperation with one of the country's largest children's TV channels helped the products stand out from advertising clutter while integration into the content of the show provided for the natural perception of the games, increased attention to them and allowed us to meet all the objectives.