Hasbro NERF Blasters
Our multi-award winning ‘Office wars’ – helping German’s have fun at work
Sell more Blasters to a new type of audience
NERF Blasters are colourful toy guns that fire foam darts or disks. In Germany, however, playing with weapons is a troubling issue and they’re usually not seen as appropriate for children. Mums were reluctant to buy.
Office Wars – five minutes of great fun
There two clear insights that helped us identify and connect with a new target for NERF. First, that toy blasters were perfect for young men who hadn’t really grown up. Second, that young men just starting their working lives could find sitting at a computer screen frustrating. They needed to let off steam.
Our solution? Office Wars – five minutes of great fun before getting back to some serious, German, hard work. Our strategy would inspire them to start the battle with NERF Blasters as the perfect office accessory.
We identified Stromberg – the German equivalent of The Office – as the must-watch primetime show for our target audience. Season 5 was being made after a two-year gap and the anticipation was massive.
We embedded NERF Blasters into the entire series and kicked off a national craze for office warfare. The integration peaked when a NERF Blaster battle between the Damages Division and the Private Clients Division destroyed half the office.
We backed up each episode with a smart search strategy, driving consumers to Amazon to buy “the Blaster from Stromberg” during the show and in the hours after each broadcast. We also sold NERF Blasters via the official Stromberg shop.
We crashed the servers of the official Stromberg shop
We generated massive buzz on Twitter, Facebook and blogs, with thousands of comments and tweets. We earned extensive pre and post-broadcast media coverage of the Stromberg stars using NERF Blasters while the show itself delivered 14 million high quality contacts – 56% reach of our young, male target.
We created so much demand that we crashed the servers for the official Stromberg Online shop. In fact the official store sold out twice. NERF Blasters are now standard office equipment in Germany.