Branded content is not widely spread in Spain. State regulations mainly cover TV broadcast and it forces advertisers to specify whenever a product is being placed with promotional purposes, so the integration is never subtle enough. Branded entertainment in other formats is still an ‘experiment’ and brands are still trying to figure out how to take advantage of the possibilities of this type of actions. In addition, this, in a recession environment, means that they tend to put their money only on safe bets.

We persuaded the National Auditorium and The Metropolitan Orchestra to create together a unique commemorative classical concert where instruments were replaced by toys. By doing so, we put the brand and the products at centre stage and created an engaging and entertaining content. Both the rehearsal process and the final live event provided us with countless opportunities for PR, social and mass-media coverage.

An audience of 2,300 people, both grown-ups and kids, attended the concert in the National Auditorium in Madrid and many thousands more enjoyed it thanks to the massive media coverage.Tickets were given away with a purchase of €40+ in-store. They sold out in less than a week.The initiative was widely acclaimed as an 'original, surprising and spectacular' promotion for the brand, as well as 'an inspiring way to ignite creativity in kids' (Elcomercio.es). And with a tight budget of €90,000, we got to position ourselves as the most talked-about brand in the category and the absolute reference for toys and play.The Concert of Toys gathered our 2 most important targets: kids and their parents. Together, they enjoyed a direct experience with the brand through a unique performance. Additionally, it helped to strengthen the relationship of the brand with longtime partners, licensers and manufacturers.