Hasbro aimed to launch and profile two new Transformers toy lines (for the new TV show EarthSpark and the new Rise of the Beasts movie) in the Malaysian market.

The challenge was to garner media and KOL traction for a sub-industry often seen as relatively niche. While many engage with the Transformers brand and purchase the toys, it was not a typical topic of conversation for media coverage.

Elliot & Co activated a 360-degree experiential campaign leveraging the legacy and nostalgia of the brand for older audiences. We tapped into the zeitgeist of the new tentpole movie and show for mass appeal and highlighted the inherent creativity and fun of the toys to enrapture children.

The results were outstanding: through press releases, media drops, KOL unboxing, content creation, and on-ground events, we effectively tapped into these various factors to deliver a highly successful series of launches. We achieved 270 pieces of media coverage, a PR value of RM4.4 million, and 43 million impressions.