Puasa Play

8. Brand Experience & Activation Kancils [8.12 Creative Effectiveness: Brand Experience & Activation]

Links:

Product/Service:

Toys

Client:

Mattel Malaysia

Brief:

In Malaysia, many children begin fasting as early as six years old. For them, the long hours can feel endless. Parents often struggle to help their children stay committed to the fast and make it through the day. Mattel saw an opportunity to give play a bigger purpose: To help kids get through fasting by turning play into a powerful distraction. But playing with the same toy, over and over again can be boring.

Solution:

Puasa Play A series of mashup games using Mattel’s most iconic toys, giving children new ways to play and helped make fasting time feel faster and more fun. Puasa Play games We launched the mashup games on social media as easy-to-follow play ideas parents could try at home. Parents soon began sharing their own Puasa Play moments, some even inventing original mashups. Puasa Play Bundles Exclusive toy bundles sold online and in Toys “R” Us stores. Each set included mashup suggestions to help parents spark imaginative play at home. Puasa Play Zones in Stores We transformed select Toys “R” Us outlets into mini Puasa Play Zones where kids could play while parents shopped and waited for iftar. DOOH DetoursWe placed interactive billboards near food courts to redirect kids’ attention from hunger to play. Each screen featured playful prompts to spark curiosity and imagination.

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