Turning heads in a big way, the world’s smallest fashion show for collectible toy brand Sylvanian Families has picked up another industry award, being named ‘Integrated Campaign of the Year’ at the 2019 PRCA Dare Awards in Bristol.
The highly creative campaign – devised by Highlight – brought the long-established toy brand bang up to date, by attracting London’s fashion press to the #SylvanianFROW and engaging a millennial-audience with fashion-style social content.
The striking miniature moving catwalk – first unveiled in style at Hamleys Regent Street – starred in both retail window displays and as the central focus of a national roadshow. The quirky fashion show not only drove consumer awareness amongst young fans and re-ignited nostalgia amongst 1980s millennials, but it also conveyed the sophisticated style and bold new female character roles found within Sylvanian Families’ new Town series.
And it certainly delivered on all fronts, generated over 200 items of press coverage in just two months, driving brand awareness amongst 4-11 year old girls, and boosting sales by more than 30%.
Alison Vellacott, Consumer Director at Highlight PR, comments:
“We’re delighted to win the PRCA Dare award for Integrated Campaign of the Year for our work with Sylvanian Families. #SylvanianFROW was a brave and unexpected move forward for a long-established and beloved brand, and it certainly resonated with fans new and old alike. From day one of our campaign planning, we set out to bring PR, social media, experiential and fan club activity together in a way that would not only build a buzz, but also positively impact on brand awareness and sales. We’re very proud of what was collectively achieved.”
Highlight’s PRCA Dare award win is the latest in a string of industry honours for this Sylvanian Families campaign – including Gold for Consumer Relations at the CIPR PRide Awards, Best Integrated Campaign at the UK Agency Awards, Highly Recommended in the Social Buzz Awards, again in the Best Integrated Campaign, plus overall winner at The Opals (awards which recognise the best brand activations in retail environments across the UK).