The primary goal of this project was to create a captivating promotional campaign for the children's book, ¨Tollins: Explosive Tales for Children¨ by famous author, Conn Iggulden. The strategy centered on using a fictitious character, Ollie Collins, to create a believable, grassroots-style campaign that engaged the target audience: children and their parents. The objective was to create an online campaign to promote the book.
By framing the book's fantastical world as a real-life mission to "Save the Tollins," the project leveraged a sense of urgency and adventure to build curiosity and drive book sales. We created a series of microsites and viral videos for our fictitious 8-year-old human character, Ollie Collins. The campaign documents Ollie's adventure to discover magical creatures called Tollins and save them from extinction. This concept allowed us to reinforce the book's narrative with a side story told by someone children could identify with. The campaign included a great variety of original and interactive content, including Ollie's video diaries, Conn Iggulden's attempt to help Ollie, and the opportunity for users to adopt their own personalized Tollin.
The use of a microsite and video series allows for a multi-layered narrative that can be explored in different formats. The microsite featured bespoke branding that echoed the Collins theme, with an energetic color palette of greens and reds. Designed with an inviting, book-inspired aesthetic, the site offered interactive exploration by introducing characters, spotlighting video content, and delivering an educational, child-friendly experience at every turn.
