Bringing Back Fun House
Wacky Warehouse
5 Awards
The Challenge
To raise awareness of Wacky Warehouse among a consumer group which hadn’t been exposed to the brand name for two decades. The campaign had to reach and resonate with millennials, and generate online buzz around Wacky – especially on Facebook, where our value-conscious target audience over-indexed.
The Idea
We carried out an audience listening piece on social, and one theme came out strong – nostalgia. We soon had a plan – to bring back Fun House. A hit programme of that era, it revolved around games played in a set closely resembling a soft play centre. The show’s primary colours of red and yellow also perfectly complemented those of Wacky Warehouse.
The Results
- Within hours of announcing the return of Fun House at Wacky, it was the number one trending story on Facebook
- We were also seeing 150 tweets a minute about the campaign
- Much of this was down to the national media interest – with coverage including the Daily Mirror, MailOnline, Now, Daily Star, Daily Express, The Telegraph, The Independent, Evening Standard, LADbible, Digital Spy, Free Radio, Smooth and Metro
- On the Metro alone, Fun House at Wacky was the number one entertainment story for three days in a row, receiving 67,500 social shares in a week
- Thanks to all this, traffic to the brands’ websites was up by 400%
- Crucially, sales across the Wacky/Fayre & Square portfolio during the primary phase outstripped the YOY rolling average growth by 48%
67,500social shares
Awards
PRCA DARE Best Event or Stunt of the Year
PRCA DARE Best Media Relations Campaign
PRCA DARE Best Consumer Relations Campaign
CIPR PRIDE Consumer Relations Campaign (gold)
CIPR PRIDE Best Use of Media Relations (silver)