LEGO: Build for Real [case study]

Credits & Description:

Agency: The LEGO Agency
Client: LEGO Marketing
Product: LEGO Technic
Title: Build for Real
Media: Social Media
Country: Global
Date Of Campaign: 01/06/2018
Background:
LEGO Technic is the advanced LEGO building system that allows older kids and adults to build complex models full of working mechanical features and functions. At the start of 2018, LEGO Technic faced a growing challenge: awareness levels for the brand and its offering were falling, as were the overall “coolness” factor of the models themselves.
Idea:
The brief from the LEGO Marketing team was simple but ambitious: with a limited budget, revitalize the declining brand by showing in an engaging way that anything is possible when you build with LEGO Technic.
Results:
Selected journalists and influencers had been briefed prior to launch, while a dedicated media page gave everyone else access to a bank of photo and pre-subtitled video assets to use in their own content development. Bugatti mirrored the launch by releasing all our assets on their own channels. With very little media spend, the news of our car was seen and spread by millions, gaining world-wide headlines for the LEGO Technic brand.