OVERVIEW
LEGO is an iconic toy brand that sparks creativity and imagination in children as they grow. Unfortunately, most children tend to lose interest in LEGO as they enter their teens. We were tasked with creating a campaign for LEGO that reconnects teenagers with the brand and inspires them to incorporate Legos into their lives.
MEASURING SUCCESS
Throughout the course of this 2021 campaign, we will be measuring the following:
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Social media impressions on Twitter, Facebook and Instagram
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The number of entries into the contest
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The increase in sales after the contest is announced
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The number of online, print, radio and news placements
STRATEGY
A common challenge the target audience faces is how to afford an education after high school. Whether they’re furthering their education, or pursuing other options, LEGO wants to support these students as they move on to the next phase of their lives. We designed a contest for students between 13 and 18. Students will be challenged to capture a special moment using legos. They will recreate the moment using legos and take a photo of their creation. The photos will be evaluated by LEGO judges and those selected will win scholarship money to put towards their future goals.
CENTRAL IDEA
This campaign will leverage the idea of students moving on to the next phase of their lives with the tagline, “Build the foundation to a brighter future.”