To promote the message that active play, inside or out, is exercise in disguise, and deliver a campaign that would clearly and unequivocally translate into visitor numbers at Wacky Warehouse.
We needed a hook on which to base the campaign, so we surveyed hundreds of parents on Wacky’s database. They told us that their children were slaves to the screens and they needed help in getting their gamers up and about.
In response to the findings, we pledged to create a day dedicated to active play. Free Play Day gave children the chance to slip, slide and zip about in Wacky Warehouses across the country for free.
More than 4,000 people visited a Wacky Warehouse on Free Play Day, helping to boost food sales by 33%