A decade after the initial launch and subsequent success of its toy line Bakugan, Ikon has launched an integrated media campaign to reintroduce Spin Master’s breakout brand, Bakugan, to a new generation of fans.
The campaign, spanning several months, will showcase Bakugan’s new toy line and animated series. It launched last weekend when Australian fans and families got their first look at Bakugan Battle Planet on the Cartoon Network.
With a new toy line on sale nationwide from early April, Ikon has also planned a progressive and widespread campaign to help drive longer term awareness.
Ikon’s Melissa Roberts said the campaign aimed to capture the attention of two distinct audiences that were identified early in the planning process; new potential fans and legacy devotees, who are now more than 16 years old but remain enthusiastic about the iconic brand.
“The programming event is a launch highlight and just the first driver in a busy schedule of highly integrated activities,” she explained. “Our target groups over-index in online video consumption and gaming so along with our linear TV partnerships, these pillars form the framework of the campaign to come. During phase one alone, we expect to serve more than 1.6M digital videos.”
Ikon’s research revealed that up to 40 per cent of parents admitted to buying something for their child because it was associated with a social media personality. To address this connection, Bakugan Battle Planet toys will also be seeded with influencers asking them to “Answer the call to Brawl”.
“This is an exciting campaign to be part of and showcases Ikon’s excellence in reaching the youth market,” concluded Melissa Roberts.
Ikon is part of WPP AUNZ.