303 MullenLowe debuts first campaign for tonies’ Australian launch
303 MullenLowe has unveiled its first integrated marketing activity for global children’s audio storytelling company tonies as part of the agency’s launch into the Australian market.
Earlier this year, tonies appointed 303 MullenLowe as its integrated trans-Tasman agency of record following a competitive pitch.
As part of the tonies ANZ launch campaign, 303 MullenLowe helped coordinate a launch event co-produced with Bluemouth Interactive, held at Melbourne’s Museum of Play and Art and featuring children’s entertainer Emma Memma.
303 MullenLowe Sydney CEO Joanna Gray said: “The entire 303 MullenLowe team was inspired to join the tonies mission and make a positive impact on the lives of children and families through screen- free play.
“We’re thrilled to now go live with the launch program that’s been months in the making, to ensure the tonies brand has maximum impact into both the Australian and New Zealand markets.
“It has been an exciting process to harness the power of influencers to reach new fans across both countries, particularly given tonies’ customer base favours word-of-mouth endorsements over overtly branded messages.”
Now available in 300 stores across Australia and New Zealand, other tonies launch activity included distribution of review units, native advertising and other strategic media placements.
The company’s push into the Australian and New Zealand markets follows the huge success of the global brand across a range of markets, including Europe, the US and the UK, where demand for its award-winning screen-free audio platform continues to grow since first launching in 2016.
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