303 MullenLowe has unveiled its first batch of integrated marketing activity for global children’s audio storytelling company tonies as part of the brand’s launch into the Australian and New Zealand markets.
Incorporating social media, PR, content strategy and execution, production, events plus influencer outreach and engagement, it follows 303 MullenLowe’s appointment as trans-Tasman integrated agency of record earlier this year.
As part of the tonies ANZ launch campaign, 303 MullenLowe also helped coordinate a launch event co-produced with Bluemouth Interactive, and held at Melbourne’s Museum of Play and Art (MoPA), where a collaboration with children’s entertainer Emma Memma was revealed.
303 MullenLowe Sydney CEO Joanna Gray said the entire 303 MullenLowe team was inspired to join the tonies mission and make a positive impact on the lives of children and families through screen- free play.
“We’re thrilled to now go live with the launch program that’s been months in the making, to ensure the tonies brand has maximum impact into both the Australian and New Zealand markets," she said.
"It has been an exciting process to harness the power of influencers to reach new fans across both countries particularly given tonies’ customer base favours word of mouth endorsements over overtly branded messages. It is clear that Australia and New Zealand are hungry for innovative and educational toys.”
Gray said to develop the product marketing strategy, 303 MullenLowe undertook a range of audience research and persona development to fully understand the target Australian parents’ demographics, attitudes, lifestyle, behaviours and purchase drivers.
In NZ, it also developed brand positioning and messaging, including localised brand and content pillars plus creative guidelines.
“It’s a great example of our agency creating unfair advantage for a brand that’s passionate about pushing boundaries, embracing innovation, and creating even more opportunities for Australian and Kiwi kids to discover imagination,” she said.
Now available in 300 stores across Australia and New Zealand, other tonies launch activity included distribution of review units, native advertising and other strategic media placements.
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