Immediate’s Take 10 To Play campaign aimed to inspire parents to dedicate at least 10 minutes of their day to playtime – something that became increasingly important in lockdown. By sharing inspirational ideas and the relatable experiences of real-life families, we gave parents the tools they needed to initiate playtime with their little ones – with help from LEGO DUPLO. It was important to LEGO that we created an interface that both parents and preschoolers could interact with. Our ‘Ideas Generator’ spinner created a fun, tactile user experience with a random outcome, which was enjoyable for both young children and parents, and led them to instructions to play a game and relatable video content of real families playing the games.
The campaign drew heavily on audience insight and the super-engaged MadeForMums community to formulate games families would love to play and in the creation of user-generated video content. Delivery was not without its challenges – we were required to innovate from a technical perspective to create the campaign assets, roll out a new briefing process for creating UGC in lockdown. However, the end result was a campaign that not only over delivered on all client KPIs but also consistently outperformed our own benchmarks.
More importantly, it resulted in positive attitudes to LEGO DUPLO and truly influenced customer behaviour, while giving parents the inspiration to create joyful moments with their children.