Although Taylor has yet to receive the performance report from the first campaign entry, which included a 5-minute origin story for the children, they found many viewers were completing viewing the film, which she took as “a good indicator of entertainment and engagement.”
Tying into the recently launched loyalty platform Lego Insiders, this new ad will continue to build on the campaign’s “playable” elements, including Easter eggs for fans to discover, crack the clues and play along on Lego.com.
The ad also references various franchise toy set partnerships that Lego has in place including Lego Ninjago, Star Wars, Disney, Technic and DreamZzz. Partners can add an extra layer of complexity to producing a campaign, but Taylor said Lego’s “good processes” for working with partners means they can be collaborative while adding value to the brand’s own storytelling.
Other elements of the campaign will run across TV, digital, out-of-home, cinema, PR, influencer, social and ecommerce during the holiday season. There will also be digital retail and shopper activations, with plans to bring the hero film to life for consumers within its flagship New York and London stores later in November.
When it comes to measuring the campaign’s success, engagement will be key, especially whether it helps Lego reach more kids.
Taylor explained that growing the brand’s metrics is a current internal focus, with a keen eye to whether the work emphasizes the difference of Lego and its various dimensions.
“We’re pretty good on all measures, but we’re sometimes a little more focused on driving a narrative that creates a difference in terms of who we are,” she continued.
Taylor also said that the agency was being cautious around the adoption of generative AI internally, and that the technology had not been utilized in the creation of the latest campaign.
Credits:
Our Lego Agency
SVP and head of agency: Nicole Taylor
Global creative lead: Guy Bingham
Global design leads: Anas Sarraj & Claus Kristensen
Global brand communication cead: Dan Worrell
Sr. global communication partners: Simran Khaira
Production assistant: Joshua Rocker
Global brand strategist: Rebecca Price
Global communication strategist: Richard Yardley
Senior social strategist: Natalie Williams
Senior global project manager: Kenneth Sanchez
Head of production: Uffe Bryld
Senior lead producer: Elaine Lee
Brand global marketing development team: Alero Akuya, Kristofer Crockett, Jasmin Brennan