Instead of launching a traditional media campaign, we’ve decided to use direct response stunts, acting on the streets, taking the toys universe to our customers daily life. We've scattered toy soldiers (or are they?) around the city, promoting the collectible toys store and calling people to visit it. First we called their attention with a fun and imaginative stunt, then we called them to visit the shop for real or on the web. The idea of using plastic toy soldiers came because they’re classic toys. Everybody played with them sometime. We took one of the most classic and beloved toy directly to people’s daily life, reminding them of the magic of toys. We brought to reality something that still lived only in their imagination. Our idea brought back memories, dreams and stories that they experienced in the past as children and, nowadays, they can experience them as collectors.

Results: Involvement, engagement, sharing. We brought fun and child memories to people's daily life. And because of that, we've got a 45% increase in the number of visitors during the action and 20% increase in sales in one month. Real Toy Soldier: inspired in plastic toy soldiers.