With 35,000 pieces sold in Italy shortly after its launch, My Life became an instant success. The Italian market is forecasting 150,000 pieces for 2008.
Flair’s new girls’ electronic games concept catapults the company into the fast moving youth electronics sector, with an innovative and creative product, plus an exceptionally strong marketing campaign which includes all areas of the media, sponsorships and stylish point of sale.
My Life is a new handheld electronic games console designed to appeal to girls aged 6+. It comes fully programmable, enabling girls to create their own character, shop, play games and even send messages to their My Life friends using the infrared feature. The gameplay can be extended with My Magic Cards and also the My Disco World cartridge.
Launching in the summer, the campaign begins immediately with a heavyweight schedule of TV advertising and continues into late autumn to ensure important pre-Christmas exposure.
Important to its success is the My Life website, www.mylifeclub.net. It features games, online diary features, feature updates, hints and tips, plus the opportunity to use the site as a messaging service which will ensure that the online facility will be a favourite amongst the age group. The opportunity to keep the users up-to-date with all the new lines in the My Life world is also a massive advantage that will make My Life stand out from its competitors.
Products for this age group always respond well to competitions, reviews and recommendations in the youth press and My Life will be no exception with coverage secured in all the major girls titles including – Girl Talk, Witch, Goodie Bag, Mizz, Bliss and more. Coverage is planned for late summer through to autumn ensuring the brand is seen by the core age group at the optimum time.
In addition, a postcard campaign is to be launched with BBC girls’ magazines with stylishly designed postcards being distributed via the titles. The postcard can be returned to be included in a major prize draw with hundreds of prizes including My Life accessory bags, the glossy My Life magazines and even the consoles themselves. Over 100,000 of the cards are to be distributed.
The My Life FSDU will be an effective, eye-catching unit that will provide retailers with the opportunity to display the brand at its best. Meanwhile, for those with less floor space, branded shelf wobblers will enhance My Life products on the shelf.