Estrela Ferrorama: Volta Ferrorama

This case describes how Estrela, a Brazilian toy manufacturer that peaked in mass popularity during the 1980s and early 1990s, used social media to reignite a nostalgic passion for its traditional toys, focusing here on the relaunch its iconic Ferrorama model trains.

Estrela Ferrorama: Volta Ferrorama

DDB Brasil

Summary:

From reminiscing to playing again.

Nostalgia (def.): Melancholy caused by a longing for the past.

Estrela was one of Brazil's most beloved brands and the Ferrorama toy train was by far its best known toy. But both Estrela and Ferrorama ceased to be synonymous with playing and started to be synonymous with reminiscing.

Nostalgia is not a feeling that goes well with sales. It is a passive feeling that needs the synergy of other feelings to generate action. Everyone misses Estrela, but only a few people now buy its toys.

Fanatic (def): Someone who...

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