Joyful Focus

Initiative UK

Client: LEGO

The LEGO® Group is one of the most loved brands on the planet. However, LEGO® Adults – the products aimed at grown-up consumers – are not so widely popular, as brand love amongst kids carried the stigma for mainstream adults that it was “no longer for them”.

Yet, our research found that adults were turning to hands-on hobbies to alleviate the stress brought on by continuous lockdowns. The opportunity? Show adults that LEGO sets are as peaceful as they are playful. We launched Joyful Focus, repositioning LEGO sets as instruments for mindfulness to reconnect with adults. Identifying audio media as the primary environment to reach adults when they were seeking relief from stress, we teamed up with British comedian Sue Perkins to launch our very own podcast series called At Your Leisure, featuring aspirational guests to inspire adults to see LEGO in a whole new way. We then brought Joyful Focus to addressable stressed-out adults by matching 1st party survey data into our Acxiom-backed data stack across social and audio. At Your Leisure hit the UK top 10 podcasts charts, and more importantly, adults reconnected with LEGO sets, with this campaign driving record uplifts in consideration and sales.