With music as the basis for the toy and the campaign, we chose to create a band. Using the toy characters individual stories, we secretly assembled The Breakz. This band of six life-size GoGos made a hit track, played real gigs and launched a video. To heavily boost awareness of the band and the video we enlisted the top 3 Dutch YouTube cover artists to make their own versions of ‘Let’s Go!’.

As a result the hit, ‘Let’s Go!’ received plenty of requested radio play, and the video went viral on YouTube. Once the toys were released, we activated the fans participation by providing a stop-motion app for mobile phones. The app allowed children to make their own music videos with GoGos.With The Breakz conquering the airwaves and school yards, this focused attention on the Groovy GoGos, resulting in a run on GoGos at the start of the campaign.

- The video achieves 1.5m YouTube views in 3 weeks, and enters the Kids Top 20 at the start of the promotion.

- The stop-motion app also attracts 500.000 extra views.- 73% of visitors take part in the promotion.- 94% of the kids like collecting GoGos.- A total of 27m Groovy GoGos are given away.- This results in an average turnover growth of 2.100.000 per week.