Ferrorama Toy Train Comeback
Ferrorama, a very successful toy train made by Estrela Toys (Brinquedos Estrela) in Brazil was discontinued in the 1980s. An Orkut fan group, Volta Ferrorama, was formed in 2005, growing to almost 3000 members pushing for the return of the slot track train. Estrela’s president, Carlos Tilkian, ran a video on YouTube recruiting members of the Ferrorama community on Orkut to make the train travel the last twelve miles of El Camino de Santiago (The Way of St James), a popular pilgrimage route in Spain. Ten members of the Volta Ferrorama group were given 120 meters of track and were told the train was not allowed to stop. Members of the public were able to follow the journey in real time via video, photos and tweets, and interact live with the team on a website, voltaferrorama.com.br, Facebook page and Twitter page. The campaign won a Gold Direct Lion at Cannes International Festival of Creativity 2011.
After five days the team reached its final destination, Cathedral of Santiago de Compostela (St James Cathedral). The #voltaferrorama was featured three times on Twitter’s trending topics in Brazil, and the project was mentioned on television shows, popular magazines, newspapers and radio stations. The site received 600,000 views without paid media. The train was launched with 1230 toys purchased online in advance and was sold out one month after its release.
Click on the image below to play the case study video in YouTube
Click on the image below to play the President video in YouTube
The Volta Ferrorama Comeback campaign was developed DDB (DM9DDB) Brasil, São Paulo, by chief creative officer/creative director Sergio Valente, creative director/copywriter Moacyr Netto, creative director/art director Daniel Bottas, creative directors Joao Mosterio, Andre Pedroso, Cassiano Saldanha, Pedro Gravena, Rodrigo Almeida, art directors Leo Ehrlich, Marcelo Bruzzesi, social network directors Bruno Tozzini, Fabio Seixas, Steve Pereira, Ariane Garcia, project managers Fabio Seixas and Marianna Sanches, digital intelligence director Patricia Andrade, producers Marcus Macarroni, Marianna Sanches, Fabio Seixas, Emni Ali Fakih, Diego Lauton, Leo Freitas, Abruzzo Revolux and Sergio Filho, account supervisors Anna Paola Teixeira “Polika”, Ricardo Zanella, working with Orkut community owner Marco Markora and Estrela Toys staff Carlos Tilkian and Aires Fernandes.