BIG W Showcases The Hysteria Around its Annual Toy Sale in New Teaser Spot via M&C Saatchi

The campaign highlights that buying toys can be just as fun as playing with them and features a cover of the popular Thin Lizzy song, The Boys are Back in Town.

Says Kristen Linders, general manager, marketing, BIG W: "Second only to Christmas, BIG W's biggest sales period is during our Toy Sale, so it is the perfect time to drive hype and have fun with the hottest new toys and huge sale items - available both in store and online.

"Kids are always excited about the newest toys and latest crazes and BIG W is the destination in Australia offering the best brands at the best prices."

For the first time, BIG W is partnering with Snapchat to engage with kids and families on a platform they all love. A bespoke Toy Mania lens and interactive game will be launched so customers can take the fun up a notch on their smartphones.

With a few selected stores will open at midnight, sales on 80% of its toy range and almost 200 new toys being released, there's no better time to plan for Christmas, pick up Birthday gifts.

The Toy Mania creative was brought to life by M&C Saatchi Group.

Says Brendan Donnelly, creative director, M&C Saatchi: "We saw CCTV footage of a recent BIG W Toy Sale of parents going crazy as the doors opened, this provided enough inspiration to fuel our campaign. Recreating that scene with kids has captured the joy and sometimes lunacy that comes from toys."