LEGO - Making the list
LEGO is the world’s favourite toy. Problem is, these days at Christmas time children write to Santa wishing for trendier toys – iPads, drones, Hatchimals etc.
We needed to remind gift-givers that with the power of imagination, LEGO has endless possibilities and can be any toy a child could wish for, even with only a handful of bricks.
So, to make their lists, we made their lists.
We monitored search data, retailer's purchase data and retailer predictions to identify the top toys of the season. Then, created LEGO versions of each of them.
When parents searched for any of the season’s hottest toys, we hacked their search results. Wherever they went after that, other hit toys made from the same set followed.
By Christmas we hadn’t just got back on children’s wishlists, we were every toy on it. And sales of the sets featured in the campaign had quadrupled with our retail partners
Wood Pencil - Direct. Direct Response/Digital.
Grand Prix - Interactive (use of data)
Gold – Interactive
New York Festivals
Third prize award – Digital commutations craft - Animation
Finalist – Best use of media – digital
Finalist – Mobile marketing – products
Silver - Digital: Best Use of Search
Bronze - Integrated
Bronze - Digital B2C
Bronze - Mobile
Merit - Craft in Online / Mobile / Art Direction – campaign
Merit - Direct / Digital – Campaign
Merit - Online Advertising / Banners