Challenge
Previous LEGO City campaigns were failing to engage both gift givers and ‘young builders’ resulting in flat sales, despite investment in expanding the portfolio.
Insight
Research showed LEGO City was perceived as being a limited set, primarily focused on Police and Fire—and mainly for very young males.
Strategic Idea
Utilise key passion points throughout communication to highlight the range available and to improve navigation.
Creative Idea
We developed a set of global shopper comms available for all local markets to use year-round, to depict ORBIT EXTRA as the solution to help get our target audience through a long day (Long day? Chew Good). Shopper comms are also available during peak moments in the academic calendar year, portraying the brand as a helpful, reliable study partner (Study time? Chew Good).
Hook
New visuals and messaging strategy introduced to reveal the breadth of the range; kids of both sexes playing with the sets; copy targeted at gift givers and different age groups.
Activation
Launched a comprehensive toolkit of assets to be deployed globally, covering static display banners, brand stores, retailer social media, newsletters, landing pages, Amazon A+ content, shoppable tiles, OLV, and live shopping. All assets either driving recruitment or retention of shoppers into the LEGO City ranges.
Impact
120
Markets Deploying the digital campaign
30+
Digital marketplace platforms globally
