NBCUniversal | DreamWorks Animation - Gabby on The Go!
What were we proving?
Gabby’s Dollhouse takes kids on unmatched adventures.
Think.
An immersive experience that encapsulates Gabby’s love of adventure, bringing to life the show’s ability to take kids from the real world into a fantasy, from their living room into their imagination.
Deliver.
A fully designed and branded American school bus, played host to an immersive experience which built on narratives from the show: Gabby’s bedroom, Cakey’s kitchen, DJ Catnip’s music bus, Fly with Kitty Fairy, and SS Mercat.
The five interactive zones included games, challenges and music experiences.
Kids were invited to join us over eighteen days at nine locations across the UK and France.
Magnify.
To drive toy sales, we chose locations close to our retail partner, Smyths Toy Superstores, and developed an experience mechanic that cleverly drove footfall to them.
Through the experience our Gabby’s fans collected stamps in a “Pawsport” with the final stamp and photo opportunity with Gabby coming in store to help drive retail footfall.
To further the reach and awareness we invited influencers, such as Rachel Riley and Ola Jordan, to take their families through the experience. Extensive social content was also created to promote the experience.
Results.
The campaign was an incredible success across business and experience metrics
• +44% sales increase of Gabby’s Dollhouse consumer products during the campaign period
• 17,000+ attendees at the live experiences
• 13m+ social reach across UK and France
Research shows that just 4% of marketing messages are remembered favourably*, wasting £17.6bn a year. The Park is an award-winning experiential agency that helps clients overcome this through our unique creative approach: for them we are the Creators of Brand Proof.
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