Multi-phase experiential campaign.
THE ASK
Design an experience based on a thorough understanding of the brand and its consumers;
Recommend different approaches to engagement employing a variety of touchpoints.
Discovery
The Market
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In 2013, the traditional toys and games market totaled nearly $22.1 billion in retail sales and overall growth was relatively moderate in 2011-13, averaging only 1.1%. (Mintel - Traditional Toys & Games - Market Size)
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On the retail side for companies like Toys R Us, a 2014 Euromonitor report found sales across the industry through 2013 were relatively flat.
The Product​
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LEGO had grown astronomically, surpassing Hasbro in 2012 to become the second-biggest toy maker in terms of US sales. The company’s operating profit increased 40% from 2011 to 2012, rising to more than $1.3 billion. (Mintel)
The Consumer​
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The Adult Fan of Lego (AFOL) is a great advocate of the brand in the US; and while LEGO is much loved, there is a perceived bias towards boys and the association with boyish trends.
Insight
Consumer Insight
Humans are social by nature.
Business Insight
LEGO grabs attention in a competitive landscape through connecting and building relationships with customers.
Brand Opportunity
Through this experience, LEGO will enable customers to socialize with each other, not just online, but in the physical world, too.
Gameplan
Attract more adults in order to continue building brand loyalty and create more enthusiastic LEGO fans.
The Target Consumer: Adult Fan of LEGO (AFOL)
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25 to 50 years old
Curious
Loves to share accomplishments and ideas
Enjoys indoor activities over outdoor
Tech savvy (geek)
Learns new things through self discovery or -
research
Fan of video games and comic books
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This group is more likely than any other group to build loyalty, attract more adults to become fans, and even use LEGO as a gift to kids.
We are talking to a group that has financial sustainability and purchasing power.
CREATIVE CAMPAIGN
"What's In The Box?​
Experience Objectives
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Recognize and cater to the social needs of the consumer
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Create value for the consumer
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Engage in real-time
Phase 1
Challenge human curiosity by installing huge LEGO boxes around the city.
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Phase 1 KPIs
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Social media impressions
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Website traffic
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Store traffic
LEGO transit wrap installations
LEGO transit wrap installations
Campaign signage in subway stations
LEGO transit wrap installations
Phase 2
Create everyday objects you would find on city streets (ex: benches, light poles, fire hydrants) and LEGO-fy them.
Phase 2 KPIs
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Application downloads
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Social media impressions
Phase 3
Invite participants through the LEGOdiscovery app to attend a community-building event where all LEGO pieces will be constructed.
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Phase 3 KPIs
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Event attendance
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Social media impressions
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Conversion rate
SQUAD
Co-Strategist: Rolando Leal
Research: Brian Mortensen
Creative: Castro Desroches, Ken Sheldon
PR: Himani Gupta, Sahil Shah
MY ROLE
Consumer Segmentation // Insight Development