Big W looks to ease school holiday boredom via Facebook Messenger
Big W is expanding into new social media platforms with a new campaign via Facebook Messenger, whereby physical craft and digital animation are combined for personalised digital storybook.
Conceived and produced by M&C Saatchi Sydney, the first-of-its kind digital execution for the retailer, ‘The Big-Headed Bilby’ initiative has been created to spark the imagination of children during the school holidays and is free to access on Facebook Messenger (users must be 13 in order to have a Facebook or Messenger account).
To engage with the campaign, Messenger users need to create a selection of animals using arts and craft objects at home such as Play-Doh, photograph them, and then upload photos of the animals to the Messenger Platform via thebigheadedbilby.com.au. Users will then see the figures come to life with starring roles in the digital storybook.
The Big-Headed Bilby can be accessed on Facebook Messenger from 26 June throughout the school holidays, with a campaign roll-out across in-store, social, PR, owned channels and social influencers such as Chezzi Denyer (@chezzidenyer), Jess (@learnandbloom) and Zara (@zaras_play_tribe).
In late 2020 Big W partnered with social platform Pinterest for its new spring collection campaign, utilising Pinterest’s trend insights. The campaign was the first time Big W used Pinterest’s trend insights to provide ideas on how to bring to life products from its collection.
M&C Saatchi, executive creative director, Avish Gordhan, said: “We had loads of fun creating an exciting world for The Big-Headed Bilby, and working with Facebook to make this digital adventure a reality. Kids (big and small) are going to love it. They get to watch their handcrafted characters come to life in their own movie as they travel across diverse Australian landscapes and learn about some of this country’s favourite native animals. I can’t wait to see all these directorial debuts.”
According to Claire West, head of marketing, brand and strategy at Big W, the retailer’s Big Days at Home platform is fast becoming a “go-to destination” for family activities during the school holidays.
“From printables to scavenger hunts, and Rap Books to readings, we love helping parents and carers with fun ways to reconnect with their kids during their school breaks.”
Credits
Client: Big W
Creative Agency: M&C Saatchi Sydney
CCO: Cam Blackley
Executive Creative Director: Avish Gordhan & Mandie van der Merwe
Creative Director: Brendan Donnelly
Copywriter: Rubini Gun
Art Director: Sam Rowlands
Motion Designer – William Gembitsky
Design Director – James Jamies
Executive Integrated Producer: Gemma Heyes
Studio Manager – Fleur Farrington
Group Head: Ben Greenslade
Account Executive: Ingrid Williams
Integrated Project Director: Vanessa Millemaggi
Strategist: Amy Grant
Head of Content: Emma Parsons
Facebook Creative Strategist: Stef Digianvincenzo
Facebook Creative Strategist: Jay Morgan
Sound design: Song Zu
Production: Zebrar
Production – Virtual Immersive
PR and Influencer Marketing – Red Havas