OBJECTIVE // Create an integrated national promotional campaign targeting kids and parents to increase awareness of LEGO's top 5 selling SKUs that were declining.
IDEA // Created a program to inspire kids to imagine their ultimate LEGO experience and in return get a chance to make their LEGO dream experience come true.
This program was the biggest promotional program created by an outside agency for LEGO, achieving visibility and support from the three key accounts (Walmart, Target, Toys R Us) which resulted in increase in share for the top 5 selling SKUs.
It included national media buys for print and digital, local and account specific advertising. Account spectacular displays featured items during key selling events and delivered an interactive branded digital experience for the consumers.
