Big W looks to ease school holiday boredom via Facebook Messenger

June 26, 2021 12:02

Big W is expanding into new social media platforms with a new campaign via Facebook Messenger, whereby physical craft and digital animation are combined for personalised digital storybook.

Conceived and produced by M&C Saatchi Sydney, the first-of-its kind digital execution for the retailer, ‘The Big-Headed Bilby’ initiative has been created to spark the imagination of children during the school holidays and is free to access on Facebook Messenger (users must be 13 in order to have a Facebook or Messenger account).

To engage with the campaign, Messenger users need to create a selection of animals using arts and craft objects at home such as Play-Doh, photograph them, and then upload photos of the animals to the Messenger Platform via thebigheadedbilby.com.au. Users will then see the figures come to life with starring roles in the digital storybook.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.