Oscar

SONY MUSIC
SMYTHS Oscar

SONY MUSIC
SMYTHS Oscar

    Services:
  • Creative
  • Digital
  • Social Media
  • Audio Visual
  • Design

The challenge:

Launch the pop career of Oscar­ –­ the face of Smyths. Taking him from toy superstore mascot to music superstar.

Creative strategy:

Like any other pop star, we needed to build Oscar’s personality profile. As well as raising awareness and driving streams of his fun tracks, our audience had to get to know the cheerful and cheeky chappy a bit more too.


Oscar is an 8-year-old boy (well, toy) so we needed to think like an 8-year-old. Creating engaging, helpful and playful content for his very own social channels (Instagram, YouTube, Facebook & Spotify), we made him relatable to his audience and known to parents as a trusted friend for their kids.


As well as singing, Oscar loves playing with toys and games, rocking out on his guitar and riding his skateboard and bike. So, he introduced himself with his ‘Five Fave Things’, tapping into interests shared by other children.


This was followed by ‘Oscar’s Top Tips’ – a range of helpful hints and season-specific tips released monthly. From back to school and staying active, to bike safety and learning how to skateboard, the top tips appealed to both kids and parents. Oscar also interacted with his fans in ‘Oscar Asks’ – a series of assets in which he tells fans a fun fact about himself, then asks a related question for fans to comment below.


When Oscar teamed up with art supply giant, Crayola, to create Christmas and Halloween craft videos, we designed and animated the front and end cards, cutting and wrapping them into cool and crafty assets for social.


We launched and promoted every new track Smyths’ little pop star released, including his cover of Olly Murs' ‘Dance With Me Tonight’ and his take on Backstreet Boys' ‘Everybody… Oscar’s Back’. With sneak peeks of his skateboarding-spectacular and spooky music videos, track teasers, fun games and cool competitions, we encouraged fans to check out Oscar's official page and stream his official playlist.

Oscar’s Favourite Things
Oscar’s Top Tips
Oscar Asks Social Assets
Oscar Crayola Cutdowns (Halloween & Christmas)
Social Ad Sets