The biggest toy sale of the year needs an even bigger plan. Deep in an underground lair, the evil genius W and his band of pint-sized villains have a plan. To unleash Total Toy Domination on an unsuspecting Australia. July Toy Sale is the biggest revenue driver of the year for discount department stores. Customers use layby to shop for Christmas so to win Christmas, you need to win Toy Sale. Target has won share of wallet consistently year-on-year. The brief was simple, take the Toy Sale top spot. Mission accomplished. TTD was highly effective, not only increasing sales by 23% from last year for Big W but knocked Target from number one on the podium. The campaign reached every touch point from TV to Outdoor, social, digital advertising, in store and catalogue.