Listening to Lego with Global and On Device Research

Client: Initiative

In January 2021 Global ran Lego’s first audio campaign; a fully integrated digital audio and podcast partnership to position Lego adult sets as way of bringing ‘Joyful Focus’ during the lockdown at the start of the year.

Lego had never used audio before which meant Global had just one opportunity to show them that the medium of could work for such a visual product. This meant providing a compelling and unique research study to demonstrate not just audios impact on the overall campaign but the contribution of each audio element made.