With the constraints of a limited budget, we collaborated with strategic partners to create content as added value to our media buy.

•By partnering with Blip.TV, a leading producer of original web content, we created five stop-motion KRE-O videos to infiltrate the ‘how-to video world’ our target taps for creation ideas.

•Transformers is a Hasbro owned property, so we leveraged this tie-in with the franchise by running a custom CGI cinema spot before showings of The Transformers movie, as well as other blockbusters.

•We seeded KRE-O content like the Transformers TV spot, custom stop motion videos and a KRE-O game throughout media platforms heavily consumed by our target. Some of these platforms included cartoonnetwork.com, in cinema and YouTube. These partnerships, especially YouTube, resulted in additional organic pick-ups from fan sites.•A customised YouTube channel was built to look magically constructed from KRE-O bricks.

The campaign defined new standards for launches, and was so successful that it spurred a retaliation campaign by LEGO. It delivered on our KPIs:•67% sales lift over the 4 month launch period•69% awareness amongst boys 6-12 in just 10 weeks•KRE-O videos garnered a staggering 1.7m views on YouTube to date•61% of boys 6-12 said KRE-O Transformers were “very cool”•72% of boys 6-12 believed that KRE-O is different from LEGO•68% of boys 6-12 intended to purchase after seeing a commercial