…or how to convince moms a toy is safe for children
What’s the story
– The New Nerf Mega Blaster toy is so huge that moms are scared to buy it for their children because it looks unsafe.
– To change this misconception, Hasbro used their bravest brand manager to demonstrate that the product was suitable for children.
– Hasbro turned their meeting room into a digital playground for a week. They then gave everyone a chance to aim and take a shot remotely through their website.
“Ask your parents to take a shot at me to sure the Nerf Blaster is safe”
– As the foam darts were fired one after another, it soon became clear that they were harmless.
– The whole thing was streamed live on social media over the week, with the Nerf manager only leaving the room to sleep and to do work.
– Challenges were set for those watching on their screens and prizes were awarded to those who hit the targets.
– 5134 shots taken
– 34 minutes – average dwell time on website
– Brand managers hurt: none
Why we liked it
– Nerf came up with a playful and engaging way to demo their newest product and in the process reassure mothers that the toy was safe to use.
– The use of the manager as the central focus of the campaign gave a human element to the campaign, improving brand perception by putting the people behind the brand in the spotlight.
(Marvelous Agency; Russia)