Lego wanted to meet ambitious sales targets and ensure that its Lego Technic Bugatti Chiron product was successfully brought to market. It pinpointed a new, adult audience for the model, dubbed ‘the tinkerer’, with a passion for building and fixing things and a core desire for understanding how they work. Communications were centred around a ‘Build for Real’ platform, highlighting how similar to an engineering project a Lego Technic build was.
The campaign focused on the right cultural moments to tap into ‘the tinkerer’, moments that could be shared in highly personal and relevant environments. Lego partnered with Channel 4 to tease the launch of the Bugatti during Formula 1 coverage, creating a sense of intrigue.
This was followed by an advertorial partnership with Sky Sports and the Italian Grand Prix to generate and leverage credibility, with the Lego Bugatti showcased on the track where the Sky Sports Formula 1 team highligh the engineering prowess of Technic. The segment focused on the car’s features and its construction – generating content for ‘tinkerers’.
The ‘Build for Real’ platform generated one billion earned impressions, making Lego Technic the most valuable product in the portfolio after its launch.
Awesome Week - Lego Movie 2 and Warner Bros UK
Warner Bros’ Lego Movie 2 was due to hit cinemas in February. With the promotional campaign launching in January - a time of the year when families are feeling particularly jaded, PHD created ‘Awesome Week’ to spread some much-needed cheer. Promotions on radio gave listeners the opportunity to upgrade whatever they had planned for the weekend, negative news was given a positive spin and fully-functional coffee shop was built from 50,000 Lego bricks, with the movie’s stars serving drinks. The movie opened at number one in the UK box office.
Manning Gottlieb OMD
Elton John Lewis - John Lewis & Partners
John Lewis’ Christmas ads are traditionally kept under wraps until launch but the 2018 campaign - which featured Elton John inspired by the gift of a piano when he was a child, was leaked to the press over the summer. Manning Gottlieb OMD upped levels of anticipation with a campaign that featured piano versions of theme tunes from some of ITV’s most iconic shows, including Coronation Street and Emmerdale. These were aired across the channel 24 hours before the launch of the John Lewis ad. The sonic-only ITV partnership reached nearly a third of the population
Havas Media: Long live the local - British Beer Alliance
OMD UK: Channel 4 Derry Girls - Channel 4
MediaCom: The winner takes it all - Universal
The7stars: Rang-tan’s palm oil-free Christmas - Iceland