play makes anything possible

Lego explorers
Playing with lego

The brief

In the last year alone, we have:

  • Partnered with a pro stunt team to perform awe inspiring stunts inspired by the LEGO CITY Stuntz range to up the cool factor with boys
  • Developed the ‘play makes anything possible’ positioning for their sponsorship of the Women’s Euros, signing football legends Alex Scott, Steph Houghton & Lucy Bronze to land messages of female empowerment and the importance of play for all
  • Captured 90 LEGO fans aged 1-90 working with renowned photographer Rankin to celebrate the 90th anniversary of the LEGO Group, culminating in the opening of world’s biggest LEGO store in London’s Leicester Square

Appealing to future generations of builders to attract the LEGO lovers of tomorrow

Lego stunts

The impact

Alongside always-on influencer and press office programmes, our earned media activity for LEGO drives in excess of 1100 articles and 118 pieces of influencer content annually. Beyond coverage & content, impact includes:

  • LEGO CITY Stuntz activity increased product awareness by 39%, with a 29% increase in adults who felt that the product was ‘cool and relevant’ for their children
  • In addition to 240+ pieces of coverage for the Euros activation, post campaign research showed that 81% of parents agree that LEGO encourages children to play the way they want, regardless of gender (+15% vs pre campaign)
  • A fully integrated 90th anniversary campaign delivering 200 earned media stories, a reach of 4M+ on social channels, and an 82% increase in search traffic on the Leicester Square store opening day