Swingit 2020
Case Study
Bringing imaginations — and sales — to life for this swingset brand
Consumer Goods Retail
the challenge
When swingset company Swingit first approached Ptex in 2020, their objective was two-fold:
1. Position Swingit as the instinctive go-to brand for all playsets in the Jewish residential space.
2. Impart the benefit of purchasing a set through Swingit in a way that was clear, succinct and impactful.
what was their next?
To ensure a successful campaign, we put strategy first. From there, creativity would follow.
After determining our primary target audience — parents — we set out to remind them how they used to play when they were younger...and therefore, how their children would now play with a Swingit set.
What DOES play look like through the eyes of a child?
Lost in a world of their own imagination, a playset becomes more than slides, swings, and climbing walls. From captaining a wheel to whipping up gourmet sand-cookies, it becomes a launching pad for endless, imaginative play.
During model call, the team searched tirelessly for models with oodles of personality, who would play into the scenes they were portraying, as well as a talented photographer who could capture that magic on camera.
Wardrobes were carefully selected for their playful but light touch to ensure a high-end look. Instead of costumes, we chose items and accessories a child might own at home and use during daily play.
the process
For print, the art team worked on creating a visual scene that wove playful elements such as paper cut-outs, and created movement through dust, glitter and water sprays, with the child’s expression taking center stage. To ensure the campaign would truly drive sales ‘home’, we included compelling selling points that set Swingit apart from competitors, and a happy call to action.
Across digital, storytelling took center stage, as each 30-second clip brought viewers straight into a child’s happy, imaginative play.
the results
Wildly successful and unforgettable, this campaign branded Swingit as a beloved, household name for years to come.
Leads and sales saw an immediate boost.