Case Study: Imperial Toy Company

Project Title:
Buddy L Toy Commercial

Project Category:
Broadcast

The Imperial Toy Company had just acquired the Buddy L line of toys, a 90 year-old brand they wished to re-introduce through Direct Response television. Their objective was two-fold: raise consumer awareness and generate demand for the new toys “Fix-It Racer” and “Fix-It Motorcycle”; and demonstrate to two major retail chains that Imperial was behind the launch with television advertising.

But television is an expensive medium and a very real consideration is how to keep production costs low without compromising quality. That way every available marketing dollar can be used to buy air time for maximum product exposure.

With those considerations in mind, we designed a campaign utilizing the client’s factory as the set, saving enormously in terms of overall production costs. Additionally, the campaign was designed to allow for easy introduction of new products in the future, ensuring brand continuity without excessive costs for new locations. Finally, we shot the entire project on Digital HD, which cut out all film costs completely.

The initial results? Imperial reported a 100,000 piece series of orders from the two major retail chains. A propitious first step in the relaunch of Buddy L.

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