LEGO - Making the list

 

Online

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.

 
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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.

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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

 
 

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D&AD

    Wood Pencil - Direct. Direct Response/Digital.

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AdFest

    Grand Prix - Interactive (use of data)

    Gold – Interactive

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New York Festivals

    Third prize award – Digital commutations craft - Animation

    Finalist – Best use of media – digital

    Finalist – Mobile marketing – products

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AWARD

    Silver - Digital: Best Use of Search

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Caples

    Bronze - Integrated

    Bronze - Digital B2C

    Bronze - Mobile

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ADC

    Merit - Craft in Online / Mobile / Art Direction – campaign

    Merit - Direct / Digital – Campaign

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One show

    Merit - Online Advertising / Banners