Events & Experiences
With the cost-of-living crisis in mind, and a heightened importance on helping those in need this year, we wanted to implement a pre-loved toy donation drive that would bring together all those pre-loved toys that are no longer used to give them an opportunity of a new home. Key to this was that it also required no spend and the focus for the consumer is upcycling something they once loved, to someone else who could love it again.
We created a campaign ‘The Forgotten Toys’, with a tag line ‘Turn your past into someone else’s present’. The idea was that people would be enticed to bring their pre-loved toys that they no longer use to the centre on a visit to the Christmas grotto, and donate them to our elves, in turn receiving a ‘kindness certificate’ for the thoughtfulness they have shown. The toys would be put on display in the centre and collected by our chosen charity partner for this initiative, Sebastian’s Action Trust, to be then given the opportunity of a new home in time for this Christmas.
Over 1,000 toys donated so far, with two weekends of the grotto to go.
6 pieces of coverage obtained so far, including 2x cover pages.
2 e-sends sent out in November – the tactical version (Christmas specific) gained 33% open rate, an increase of 16% on the previous tactical release.
Over 2,400 page views of the Christmas web page in November.