CASE STUDY: Immersing kids in the multiple worlds of LEGO

Provided by BEcause
LEGO know a thing or two about immersing kids in a brand. We created this touring roadshow to connect kids with their worlds.
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What was the Challenge / Background of the Campaign?

LEGO needed to create buzz around the launch of a brand new property to sit alongside its Harry Potter and Star Wars franchises. At the same time there was a need for other properties within their portfolio such as duplo and Friends to re-connect with their target audiences. The roadshow concept gained great internal support and soon grew to include Friends and duplo brands, challenging us to bring three distinct properties with three very separate target audiences together, under the one LEGO umbrella.

What was the Campaign Objective?

Help make the newly launched world of Chima real and inspiring for kids around the UK and find the UK Chima Champion. Engage 7-11yr old girls with the Friends brand, bringing Heartlake City to life. Introduce parents to duplo and align it to the LEGO megabrand.

What was the Solution?

We toured major shopping centres, theme parks and family events nationwide with a zoned stand of connected brands, each delivering interactive experiences for kids to get involved with. From story-time in the duplo train, nail painting with Friends or battling your siblings to become Speerdorz Champion of Chima, this epic experience appealed to kids of all ages. Screens to watch the character cartoon adventures kept the queues fun while photos with you favourite Friend or Chima Character meant lots to share on-line and with family and friends.

What were the Results?

Great BA's inspired kids & parents with the story of Chima and its tribes, bringing the world to life. We also designed the Chima Challenge, a UK wide competition using the Speedorz games. Kids with the best scores had the chance to go to the UK final at LEGOLAND and battle against others to be named UK Chima Champion. For Friends we recreated Heartlake City with appearances from Friends characters for photos & nail painting. In the duplo world we had story-times, read by our duplo farmer. Finishing with photos taken with mum and dad in the oversized train for them to keep.

What were the Key Learnings of this Campaign?

Although the complete results and key learnings are confidential, we can guarantee some worn out kids and re-engaged parents...
BudgetReach & FrequencyTarget AudienceMedia Used
£251k to £500k
0 - 9
10 - 15
Both
Main Shopper
Kids HH
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSBRAND STRATEGY
EXPERIENTIAL
SHOPPER MKTG
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