Online retailer Very is hoping to encourage families to kick-start their Christmas shopping early with its new toy campaign, ‘Daydreaming’.
The campaign has been created as research from Very reveals that half of parents are planning to spend more on toys than they did last year, while more than three fifths of shoppers think about starting their Christmas shopping in October.
Developed in collaboration with The Gate, the campaign is the latest in Very’s ‘Let’s Make It Sparkle’ brand platform, bringing the retailer’s flamingo fluent devices Kerry, Cherry and Terry back into action.
‘Daydreaming’ tells the story of Cherry’s daughter Coral as she daydreams about her favourite toys, set to a remastered version of Charli XCX’s hit single ‘Boys’. It also marks Very’s first foray into merchandising its brand characters as it launches two flamingo plushies, including Coral.
Real product imagery is integrated with Very’s animated world for the first time, bringing the shopping experience to life and showcasing the products in their true form.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Running across the UK and Ireland, the campaign is comprised of a hero 30″ TV advert, supported by VOD, radio, digital, and social media. Three 20” bespoke supporting product ads have also been created for specific toy brands.
The Very Group chief customer officer Jessica Myers said the retailer was “thrilled” to launch the ‘Daydreaming’ campaign, as it “knows how important Christmas is to our families”.
“Here at Very, we’re passionate about making Christmas the most magical time possible for customers, and our insights show our families plan early, so we want to help celebrate and enable that sense of joy ahead of the festive period.”
The Gate creative directors Antonio Gizzonio and Maisie Willis added: ”The brief was to communicate that Very sell an array of brilliant toys while cutting through the abundance of toys adverts which are pushed out over the festive period.
“‘Daydreaming’ unapologetically does that; whilst still being incredibly creative and playful. We’ve gone inside the imagination of loveable Coral and seen how children daydream – who’d have thought flamingos like Charli XCX?”
Media planning and buying was handled by Zenith.
