To promote the new season of the reality TV show Super Nanny, Publicis in Brazil created a fake line of educational toys meant for badly-behaved children. Boxes with images of toys like the “Lovely Strait Jacket,” “Funny Cage,” “Baby Trap Chair” and “Happy Heavy Ball” were placed on actual toy store shelves.
On the back of these ‘Control Toys’ a message read, “There are better ways to discipline your child. Watch Super Nanny.” So intrigued parents who picked up the boxes were encouraged to watch the show. The agency reported a 26% growth in audience figures versus the previous season. You can check out the case study in the video below: