Challenge
LEGO, the world’s most famous toy company, wanted to increase awareness of their retail channels on and offline. To begin the activation, we undertook a listening study. This helped us provide benchmarks on existing awareness of use of the LEGO retail sources, site and in-store. The study also aided creative positioning, as we discovered a common theme of audiences ‘planning a trip’ to the toy giant. This insight led us to creating the Visit LEGO Store campaign.
Solution
Driving Family Footfall and Site Visits: The Visit LEGO Store campaign acted as a tourism style activation that positioned each store (and site) as a wonderful destination that parents, AFOLS (adult fans of LEGO!) and kids could enjoy. It was distributed through tourism board videos, pop-up tourist booths, graffiti activations, social content, influencer activations. We also created a PR-able film following a group of grandparents during their trip. Our Visit LEGO store campaign truly inspired the UK and Germany to begin their adventure with us.
Results
The combination of the activations resulted in us reaching 1 in 5 people in both the UK and Germany, garnering a 96% approval rating, over 50 million impressions, 215k physical experiences and a huge increase in site and store traffic.
SHARE Creative
SHARE Creative is a data-led creative agency that provides best-in-class professional services to the world’s biggest brands, such as Diageo and Microsoft. We precision-engineer relevancy by mixing pioneering research and technology with creativity. SHARE uses social listening to inform all strategic and creative activations for clients. The teams of researchers, data...
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