Make LEGO The Star Of Christmas
Award Category
IT & CONSUMER DURABLES
Agency
UM
Client
LEGO
Collaborating Partners
Ensemble & One Green Bean
Objectives
UM had the ambitious task to outperform Lego’s previous Christmas sale period success despite a reduced marketing budget. It came in the year after the success of the highly awarded The Lego Movie. The campaign had three success metrics: increasing sales by 14% year−on−year, increasing social engagement by 50% year− on−year and retaining the brand’s number one position.
Campaign
The strategy implemented by UM was to embed the brand into one of the key family rituals of the Christmas season — decorating the tree — by framing Lego as a way for families to customise the star on top of it. Core to the campaign was a 32ft Lego Christmas tree, which was unveiled in Melbourne’s CBD. Father and son Lego master builder team, the Steiningers, were called in to build a huge star to look over the city. To inspire families to get involved, Lego partnered with NewsCorp to create instructions on how to build their own stars. MCN also created a mini−content series showing videos of families working together to build their stars. Lego also launched a competition rallying its club members to build and share their family stars for the chance to feature in a TVC. In two weeks, more than 3500 stars were received. In addition, influencers were used to reach mums by highlighting the bonding experience of building a Christmas tournament with the family. Following the competition, five custom versions of the Lego TVC, each featuring a competition winner’s star, were used to build mass awareness of the campaign.
Results
The 2015 campaign became Lego’s star campaign after producing its best ever Q4 sale results and a huge uplift in social media engagement, all despite a 10.5% reduction in budget from the previous year’s campaign. Sales increased 18.8% year−on−year, 4.8% above target. Social engagement hit the highest the brand had ever experienced, at 287% — 237% above its target. Lego also retained its number one brand position
Judges Comments
“This is a fantastic demonstration of a lovely insight, executed brilliantly that drove business results beyond expectations despite the brand challenges – a star!”
