Sylvanian Families is set to become the first toy brand, and in fact, the first children’s brand, to take over a complete commercial break. Contents of this extended coverage will include a variety of the brand's TV commercials along with a competition spot.
The campaign begins on September 21st and will run for two weeks. The advertising will drive viewers online to Milkshake’s own site, where they can take part in a competition and find out more about the range.
The activity is predicted to result in strong ratings and coverage amongst the target audience of girls aged four to nine years, the competition will also feature in New magazine; extending the reach even further.
Simon Betts, business development manager at Channel Five, commented: “In a crowded kids market it is important to develop campaigns that can deliver standout and offer a deeper level of engagement.
"This is innovative strategy that has been developed by Generation Media and ourselves and takes advantage of the cross media opportunities that are available.”
Lindsay Hardy, marketing services director at Flair, added: "Sylvanian Families has always enjoyed a fantastic relationship with the Milkshake audience so this seemed the perfect place to do something special.
"It’s nice to be the first toy brand do a complete break takeover and we hope Sylvanian fans will enjoy seeing this and engage with the online content on Milkshake’s website."