Barbie is one of the world’s most popular doll brands. Launched on March 5th 1959, it belongs to the American company Mattel.
Barbie has been one of the most important brands of the toy market for over fifty years. Barbie dolls are among the most sold dolls worldwide and have become a fashion icon.
.Although Barbie has been one of the leading brands in the doll sector for more than fifty years, the company faces increasing competition.
Therefore, we were requested to create a campaign focused on sales activation and to remember the values that the brand has always wanted to transmit: girls can become anything they want through their dolls.
The best way to introduce a product is to be able to see it and interact with it directly. Hence, we decided to create an event where the girls could get to know each doll and the different professions they can become.
In order for the girls to have a wonderful experience and feel that they can be anything that they want, we created an action in different points of sale so they could become the professional they wish to be for a few minutes.
Now, what can we do to make girls feel like a real professional?
Since we want girls to believe they can get anything they want, the best way was to let them be what they dream to be for a day. In order to feel like a true professional, we decided to create a space for the girls in five Corte Inglés stores in Spain (Madrid, Barcelona, Santander, Valencia and Málaga) where they could dress up and play with everything related to their desired profession. There were twelve different professions and experiences to choose from.
They also had the opportunity to live an authentic work experience related to their profession. They could win a weekend family trip to enjoy a day working in the chosen career area.
In grupo WDi we had to arrange all the details so that the girls could dress and feel like the professionals they wanted to be.
We also had to prepare an attractive and practical space where children could play and have fun as they experienced their vocation.
The action was a success, the children lived a very pleasant experience and received a welcome gift pack, many pictures (dressed as real professional dolls) and a diploma.
With this event, Barbie managed to approach a new target that was not interested in the classic doll, creating new ties and interests. This helped to create a different image of the brand, conveying its interest in showing girls that they can get and be anything they want, while having fun playing with Barbie dolls.
Galería de imágenes