Instead of running ads in magazines and TV, we decided to focus on a place we were sure to find our target – toy stores. So, to catch their attention, we created Control Toys, a line of toys featuring absurd ways to discipline children – a straitjacket, a cage, an iron ball. The toys were only empty packages displayed on shelves, but it was enough to capture all the clients’ attention. By handling the packages, they were surprised by the message on the back 'There are better ways to discipline your child. Watch Super Nanny'.

For years, the Super Nanny TV Reality Show has been helping parents all over the world to discipline badly behaved children. Our task was to find an impactful way to promote its 3rd season to our target audience – mostly young parents facing the same bad behaviour situations.

Control Toys were displayed in one of the biggest toy store chains in Brazil. We are talking about 54 stores all over the country, reaching an average number of 216,000 parents per month. On its first day on TV, the new season got a 26% increase in audience figures compared to the previous one, proving the effectiveness of the activation as a whole. And, most importantly, we established Super Nanny as the main authority on educating children.

Toy stores are places we not only find parents, but also find them thinking about their children. So that was the perfect place and moment to come up with an issue that has a lot to do with their life stage. Since they were looking for toys, they ended up coming across our message in a fun and remarkable way.