Lego Build Ideas Campaign
Brief
In review of LEGOs 2008 annual report, consumer trends have indicated that both North
American and Japanese markets have suffered a decline in sales while the Eurasian market
sales have increased. This survey has allowed us to see where advertising and promotion in these
markets could help revive the toy manufacturing tycoons sales. With children as the primary
focus of LEGO, reaching out to more than parents is paramount in achieving results for both
consumer and supplier. The aim is to target those seeking to develop young and old minds alike.
This may include schools/daycares, hospitals, clinics, retirement homes, etc. With LEGO being a
fairly inexpensive product our demographic ranges from low-mid level family incomes, to high
income businesses and ventures.
Position
For years LEGO has dominated its class in the toy sector. The brand has a stranglehold on its
For years LEGO has dominated its class in the toy sector. The brand has a stranglehold on its
identity with building bricks, as Kleenex has with tissue paper. Although LEGO has a strong position
in its market, it tends to be on the back-burner of hot products in todays technologically driven
world.
Target
Target
The goal is to promote LEGO and its audacity to develop creativity, teamwork, and
entertainment amongst its users. We seek to push the envelope and transform the image of LEGO
from childrens toys to tools of human development. If we can expose the benefits behind using
LEGO, we can impact the consumer psyche.
Mission
To carry out this campaign, a series of consistent LEGO branded advertisements with a powerful
Mission
To carry out this campaign, a series of consistent LEGO branded advertisements with a powerful
synergy between graphics and text would be released to the public. It is imperitive to reach
out to those who care for the younger generation, and in doing so our ads will encapsulate a
connection with our targetads that inspire, rather than merely advertise.
Lego Commercial Concept
Lego Print Campaign
