Make LEGO The Star Of Christmas
Award Category
BEST MEDIA INNOVATION
Agency
UM
Client
LEGO
Collaborating Partners
Ensemble & One Green Bean
Sponsor
Objectives
Lego wanted to boost the interest in its products around Christmas in the year following the highly awarded The Lego Movie, and outperform Lego’s previous successful
Christmas sale period, despite a reduced marketing budget. Three success metrics were put in place: increasing sales by 14% year−on−year, increasing social engagement by 50% year−on−year and retaining the brand’s number one position.
Campaign
Embeding Lego into one of the key family rituals of the festive season was key to the strategy. It opted to frame Lego as part of the tree-decorating moment and 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. It tapped father and son Lego master builder team, the Steiningers, to build a huge star to adorn the tree and 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 ornament with the family.
Following the competition, five custom versions of the Lego TVC, each featuring a competition winner’s star, was 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
“The judges believed this entry championed innovation to its core. It leveraged a rich insight into the parent child ritual of Christmas preparation and landed an original and emotive campaign idea. This idea was effortlessly translated across all aspects of the communications landscape including: social, database, experiential activations and content development. The strength ofthis work lies in the core idea driving both innovative behaviour and campaign effectiveness.”
