Business challenge
Big W, a leading Australian family retailer, wanted to win brand love amongst parents over the school holidays.
Our approach
We used a human-centred design approach where we conducted interviews to understand parents’ needs over the school holidays. The findings were unanimous and clear – parents needed a fresh way to keep kids entertained. With a last minute lockdown, we had to design a solution that was indoors, inexpensive, engaging for both parents and kids and just as addictive and ‘fun’ as being glued to a screen.
Outcome
A digital tool that turns craft into a mini-movie.
After brainstorming over 30 ideas, we landed on combining kids’ two favourite things – arts and craft and watching movies, then created a tool that taught you to create characters from around the home and bring them to life.
We ran empathy experiences and co-designed with parents, to make sure the activity
-Was designed for both parents and kids
-Could be completed with materials found around the home
-Stopped and resumed at any point in the experience
-Completed making as little as 1 or all 4 characters
-Repeated as many times you like
-Instil good behaviour i.e reminders to clean up
We prototyped the tool with Facebook to ensure the entire experience was seamless, constantly testing and iterating the tutorials, chat bot conversation flow, deep etching of characters and more.
Results
1,000 + movies created
10,000 + characters made
Tens of thousands of hours of quality family time
July 2021
Role: creative strategy, concept, basic UX, writing – social chat bot copy, social ads, chat bot experience (arts & craft tutorials), mini-movie
Recognition
One Show Asia - Mobile - Bronze
AWARD Awards - Film & entertainment - Silver
AWARD Awards - Digital Advertising - Bronze
AWARD Awards - Social Media Advertising - Bronze
AWARD Awards - Brand Innovation - Bronze
Finalists
D&AD - Experiential - Use of Technology
Webby Awards - Best Use of Video
One Show - Branded Entertainment
One Show - Interactive & Mobile Craft
One Show - User Generated Content
One Show - Interactive, Online & Mobile
One Show - Interactive & Mobile Craft
AWARD Awards - Content Creation Craft
AWARD Awards - Animation
AWARD Awards - Strategic Leap
AWARD Awards - Integrated Digital Campaigns
