LEGO’s challenge was that interest among young boys had begun to drop, and sales were slowing so the brand needed to build awareness, re-establish engagement to ultimately deliver increased sales and stronger loyalty.
Idea
LEGO saw the opportunity that the ‘family cinema trip’ could offer – reaching parents and kids together and being able to harness the immersion of cinema to introduce them to a whole new world of play with LEGO City, coining the ‘"Build Their Love for Cinema” proposition.
Plan
Alongside the activation, LEGO ran a 30” ad in Picturehouse’s Family AGP, in addition to a bespoke 10” Kids Club ident that drove awareness of the partnership. LEGO also had a huge presence across the Picturehouse website boosting awareness of the partnership and local activations. LEGO also ran 8 monthly competitions giving fans the chance to win LEGO City bundles, to further drive product desirability and trial among families
Results
The "Build Their Love for Cinema" campaign revitalised LEGO City, driving brand love and engagement among kids and their parents.
+6%
YOY increase in brand awareness, reaching almost 70% and exceeding expectations
+18%
growth in active consumer share among boys aged 3–5, surpassing LEGO’s goal and demonstrating the effectiveness of the high-impact, hands-on media strategy
