Big W launches interactive cinema campaign for giant toy sale with Val Morgan via Carat

Big W has launched an interactive cinema campaign with Val Morgan to support its giant toy spectacular sale which sweeps across the nation in June till mid July.

The campaign will see Big W run within cinemas alongside family blockbusters such as Brave and Ice Age: Continental Drift.

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The campaign will also include a transactional wall running in cinema foyers attracting parents and children heading to the cinema. The interactive wall features items from the Big W giant toy spectacular and will allow cinemagoers to purchase products via QR code technology.

Says Christine McKinnon, Carat strategic director: “Cinema is one of those great (and rare) environments where parents and their children are engaged in a fun experience together. The Big W transactional toy wall turns what is already a treat into a more magical experience for the kid, and the parents are able to scan the latest toys and play-trends and conveniently purchase them if they choose to. We know that toy catalogues are loved by children and are a great information source for parents. The combination of the screen advertising in family blockbusters and bringing the catalogue to life through the toy wall captured the joy and magic of play that is uniquely shared by children and parents.

“We’re really excited to be working with Val Morgan as reaching parents and kids together is increasingly difficult to do but with cinema we are able to target both and deliver our message in a completely captive environment.”

Says Sarah Wakely, BIG W media manager: “Cinema presented us with an ideal opportunity to run Big W’s giant toy spectacular campaign. The large number of family blockbuster’s meant we could directly reach parents and children in a really fun and engaging environment. Not only did the transactional wall expose our key demographics to Big W’s products it was also then reinforced in a really big, fun and colorful way with cinema advertising.”