BEHIND THE SCENES – The virtual Merry Tous train station
Behind every action that comes from PYD there is a huge involvement with different departments, who work collaborative and as an amazing teamwork.
Such as this we would like to share with all of you how Digital Merry Tous was created. Shall we start?
Everything started with a claim of a new product already designed by the strategic Marketing team. This time was not about a product, is more a powerful concept created to promote Tous products at the Christmas pop up store, in this case: A Merry Tous Train station
The challenge was how to move this to a digital concept. The first and main thing that we had to have in mind was that it had to be an easy concept, available for every country and applied to digital channels (Influencers, social networks, web, advertising, etc).
For all of this to work and to chieve all the needs and key markets, the idea had to be agreed with the national and international Trade Marketing department and Brand Managers
Fun, entertaining and eye catching, attractive for consumers. We had to find the perfect balance. Not very commercial so the idea is fully supported by our consumers.
We began with a briefing, where we told our different agencies the purpose and the context of our brand. What we wanted and how we wanted it.
Once the strategy and main actions were chosen, we developed all the possible actions in each of the channels and how to work across with that idea. Influencers, social media, banners, how it will be made know with digital advertising and through retailers.
Even though this is planed one year in advance, this process takes about two or three months.
Welcome to Christmas with Tous!
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