LEGO: Little heroes, big power

Toy manufacturer LEGO created a digital-first campaign in China to promote its LEGO Hero series and uphold the core brand value of blending learning and play.

Campaign details

Brand: LEGOAgency: Initiative ChinaRegion: APAC

Strategy

Objective

Amid the challenges of the pandemic, parents faced difficulties in engaging effectively with their children, all at home. To address this, our goal was to heighten brand recognition and increase consideration for the LEGO Hero series while upholding LEGO's core value of blending learn and play. Therefore, our strategic objective was to enhance interaction with the target audience (children aged 6-12) through efficient communication channels: integrating hero-themed ads before animated content and stories on video and audio platforms, capturing their attention during limited digital media exposure....

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