Taking inspiration from Miss Ruby’s deep red colouring and bright neon hair, the campaign commenced during the week of Valentine’s Day and involved a high-profile press campaign reaching a total of 726,000 children and parents through retail activity and social media influence, from bloggers to Facebook and Twitter.
The redemption element will echo last season’s Zelfs Miss Clover campaign and will encourage sales with a receipt collection mechanic in order to be the first to claim one of 1,000 exclusive figures. Redemption forms are now available online and will be seeded through selected retailers in the upcoming weeks.
Andrea Smith, Character Options brand manager, commented: “Our Miss Ruby campaign will complement the heavyweight Spring TV schedule, which will be delivering 150 TVRs over the coming months. Zelfs had already become one of the most favourite collectables for girls and there is no doubt that fans will want to get their hands on an exclusive one. In addition to the redemption campaign, we have also hidden some in the collector’s tins, which will create some Zelftastic surprises for anyone that is lucky enough to find her.”
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