Jessica New, Copywriter
PlaycationThumbnail1.jpg

Playcation

Brand Innovation

P L A Y C A T I O N

This project started with a pretty mindblowing insight:
Traveling with kids sucks. For everyone.

We set out to create a solution to that problem.


Introducing Playcation: A toy rental service targeted at children aged 2-10 and their parents.

Its purpose? Provide parents relief from the stresses of family travel by offering rentable toys for their upcoming vacations.

As we dug deeper into the needs of parents traveling with their children, we found several key pain points along their journeys:

This led us to develop two ways of renting toys in the Playcation ecosystem:

1) An online service
2) An in-person kiosk at transportation hubs

 

THE ONLINE SERVICE

The online service includes both the Playcation website and an embedded widget on third-party travel sites.

Whether families use the website or the embedded widget, rented toys can be delivered either to their home or their vacation destination.

Here's an example of how the widget works, through the eyes of a father and his young sports aficionado son:

The packaging the toys would arrive in once ordered online:

 

THE IN-PERSON KIOSK

Playcation Station: A vending machine located in airports and other transportation hubs where parents can rent toys for their journey and return them at any location within the network.

Examples of the machine and its display screen:

For optimal distribution, Playcation would partner with Hudson News, a travel staple in 70 airports and transportation terminals in the U.S. and Canada.

 

HOW IT ALL TIES TOGETHER

Going back to our family travel pain points, here's how the dual ecosystem targets all five:

The lifecycle of a Playcation toy:

 

DIGITAL CAMPAIGN

As a primarily-digital service, it made sense to advertise online. We chose each platform according to the travel planning process:

 

PINTEREST CINEMATIC PINS

 

SPONSORED INSTAGRAM POSTS

 

POP UP + DIGITAL BANNERS ON TRAVEL SITES

 

OUT OF HOME

To drive people to the Playcation Station, we would also run a series of posters in transportation hubs that already have the machine. These would be strategically placed in locations where parent-child tensions are usually running high (like at the gate).

 

Creative Brand Manager: Bryn Bissey
Strategist: Eric Enninful
Art Director: Jessie Kemmerling
Art Director: Liwen Xu
Copywriter: Jessica New
Experience Designer: Hunter Noxon