Marking its 60th Anniversary in 2016, Hasbro’s Play-Doh embarked on a three-part initiative through a unique media campaign engaging parents to nurture free and creative play for their children.
For the pre-launch event, GO invited 60 local celebrities and influencers to wish Play-Doh Happy Birthday over a video clip. The video also featured the celebrities’ fondest childhood memories of Play-Doh.
It kicked off with a 2 month pre-campaign leading up to ‘DOH-Day’ which saw Play-Doh engaging kindergarteners to create their favourite Malaysian culinary delights and icons out of Play-Doh.
This was followed by a pre-launch event at the Curve and subsequently the official launch event at 1 Utama.
Among the star-studded lineup featured in the video included Air Asia CEO Tan Sri Tony Fernandes, celebrity chef Sherson Lian, model, Carmen Soo, radio announcer Adam Carruthers, actress Bernie Chan, song writer, Poova and musician Roshan Jamrock, creative director of Cut Above Salon & Academy, regional TV host Jojo Struys, Datin Winnie Loo, fashion designer, Melinda Looi, former Liverpool and England footballer, Steve McMahon, radio and TV announcer Phat Fabes, TV presenter, Ben Ibrahim, and soprano Syafinaz Selamat. The celebrities made a hand print on a Play-Doh mould and write their birthday message to Play-Doh, which donned the Doh-Bassador Wall of Fame during the pre-launch event!
The highlights of the launch event at 1 Utama included a host of exciting Doh Much Fun thematic activities from the Great Bake Off, Zooventure, to the Go Bananas (with fruits), and Let’s Go Doh-Town whereby children were encouraged to open a can of imagination. Through these activities, participants who purchased Play-Doh products could register to participate in any one of these activities where they were guided to sculpt and create their own Play-Doh masterpieces. Additionally, participants were entitled to a Gift with Purchase (GWP), and could register for up to three activities, besides having the chance to sit on an electronic car ride around the atrium.
> RM 2.7 million in PR value
Gained large traction & publicity through social media engagement
> 40 Media
Almost 40 media personnel attended the official launch event alone.