Campaigning Creativity Retail & Consumer Goods
In Migros' big fall promotion, everything revolves around small wooden spinning tops that can be put together to form figures. The Wirz Group has breathed life into these toys with an innovative design concept and created an entire fairytale world around the figures.
Get a game and collection item for every 20 francs you buy - this Migros promotional concept has been part of the company's marketing inventory for more than a decade. It is therefore all the more important to keep reviving it with fresh ideas and impulses.
In its latest edition, Migros relies on wooden spinning tops that can be combined with a wooden body to form figures. We developed the basic concept of a playful fairytale world and, in cooperation with the marketing agency PPI Worldwide and the author Alexander Volz, transformed the figures into knights and robbers, luminous spirits and mermaids, cyclops, glittering dragons, goblins and many other story-telling mythical creatures. A total of 22 characters thus encourage collecting and playing. For storage and as inspiration with different game variants, a collection box is available for purchase.
Figures whose heads are spinning tops: That requires more explanation than marbles or collectible pictures. And the fairy tale world poses additional communicative challenges. For the implementation, we consistently relied on animation. This made it possible to depict the function of the spinning tops and their interaction with a figure body. The campaign is played in a multitude of channels. The basis is an animated key visual with a stylized SpinMania spinning top and two selected figures in front of the four defined areas of the fairytale world - mountains, water, forest and castle. The centerpiece is a film, animated by NERD Productions London and directed by Light & Mathematics, which packs all the required didactic elements of communication into an action-packed, amusing 25-second story. In addition, there are fairy tales written by Alexander Volz with the SpinMania characters as audio books on migros.ch/spinmania, set to music by Jingle Jungle and additionally promoted with Spotify audio ads. A social media campaign and various digital measures developed in collaboration with the Hamburg agency MUTABOR complete the diverse communication mix.