Jessica New, Copywriter
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Playcation

Brand Innovation

This project started with a pretty bold insight:

Traveling with kids sucks. For everyone.

We set out to create a startup that could address that problem.

 

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

The purpose is to provide parents relief from the stresses of family travel by offering rentable toys for their next vacation.

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

 

Project Overview:

01.
The Online Service

02.
The In-Person Kiosk

03.
The Campaign

 

01.
PLAYCATION: THE ONLINE SERVICE

A website and an embedded widget where parents can rent packages of toys to be delivered to their vacation destination.

In order to increase toy rentals and drive traffic to our website, Playcation would embed an interactive widget on the sites of selected travel partners. 

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:

 

02.
PLAYCATION STATION: THE IN-PERSON KIOSK

A vending machine located in airports and various transportation hubs.

A transport terminal vending machine where parents can rent (or purchase) toys for their journey and return them at any location within the network.

Here's an example of how the vending machine would distribute the individual toys and how the screen would display:

For optimal distribution, Playcation would partner with Hudson News, an airport staple in 70 airports and transportation terminals in 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 of them:

The lifecycle of a Playcation toy:

 

03.
THE CAMPAIGN

Digital

As a primarily-online service, it made sense to advertise online. We broke down each medium according to where the family member would be in 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