My Keepon will star in a series of four rotating advertisements inspired by recent articles in Bloomberg Businessweek.
The campaign creative focuses on four words: disruptive, charged, viral and worldly. The 'disruptive' ad, featuring My Keepon, explains the toys disruptive qualities in the following copy:
"The face of change often surprises. My Keepon, which got its start as an autism research robot, is poised to shake up the $83 billion toy market. We cover disruption in all its forms – even the cute ones."
See the video below to see Bloomberg Businessweek's Ashlee Vance explain the campaign.
Carl Fischer, head of brand marketing at Bloomberg Businessweek, said: “My Keepon really grabbed our attention when going through recent issues of Bloomberg Businessweek.
“Once we got past its cute factor, we were even more intrigued by the Keepon story: autism research robot dances its way to YouTube fame and becomes a mass market toy expected to be a top-seller this holiday. This is the perfect example of the disruptive content we deliver.”
On November 4th Bloomberg Businessweek will unveil an eight-foot, inflatable My Keepon at Toys R Us in Times Square, New York, while store windows will display the Bloomberg advert.
Toys R Us is the exclusive US retail partner for My Keepon.