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The Land of Toys. Christmas 2015.
How is it possible to communicate in an engaging way that Auchan can count on the widest range of games and toys in Italy?
The multichannel campaign "The land of toys" answers this question by creating a real village where toys live. A village that becomes a reality in the store, in the tv commercial, online and especially in a website dedicated to the operation, where children can have fun by descovering a fantasy world and writing a letter to Santa Claus, while parents explore the product catalog, rich of media content, promotions and offers.
The site has two user experiences with the same technological platform: the path designed for parents makes it possible to explore the product catalog, the offers and the promotion as well as to configure the necessary basic parameters for the creation of the "Christmas letter" by their children.
The experience designed for children is very simple and intuitive. They can play on the website (studied in mobile and tablet modes first) to find the toys they want to receive for Christmas and write a letter to Santa Claus, that will be sent to parents via e-mail, in their personal mailbox.
Only the adult decides the number of toys to be included in the letter and the maximum price ranges.
On ilpaesedeigiocattoli.auchan.it there are more than 700 toys: each product has been described with a complete profile, photos and some of them also with videos.
The communication lives in a coherent way on all media. The message is transmitted through media with high-visibility: TV and vertical sites with big formats. In addition, the Facebook page of Auchan Italy gives support to the operation with an communication plan designed ad hoc.