MYTOYS.DE: LEGO

Credits:

Type of Entry: Use of Media
Category: Best Use of Print & Standard Outdoor in a Promotional Campaign
Title: LEGO
Advertiser/Client: MYTOYS.DE
Product/Service: LEGO BRICK BOXES
Entrant Company: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Sales Promotion/Advertising Agency: LUKAS LINDEMANN ROSINSKI Hamburg,

GERMANY
Creative Credits
Name Company Position
Arno Lindemann Lukas Lindemann Rosinski Chief Creative Officer
Bernhard Lukas Lukas Lindemann Rosinski Chief Creative Officer
Tom Hauser Lukas Lindemann Rosinski Creative Director/Copywriter
Dennis Menscing Lukas Lindemann Rosinski Art Director
Chris Mizutani Lukas Lindemann Rosinski Designer
Moritz Schmidt Lukas Lindemann Rosinski Designer
Gero Quast Lukas Lindemann Rosinski Advertiser's Supervisor
Sarita Timmermann Markenfilm and Co. Editor
Dominik Meis Markenfilm and Co. Producer
Hannes Hoenemann Markenfilm and Co. Sound Engineer
Markenfilm and Co. Filmproduction
Jost Von Brandis Media
Details
Describe the brief from the client:
MyToys.de is one of Germany’s largest online toy stores. The task was to advertise LEGO, one of the company’s leading products, with an innovative campaign. Many people should be guided to the website where LEGO brick boxes are sold.
Describe how the promotion developed from concept to implementation:
We implemented an interactive outdoor promotion that was as playful as LEGO itself. Therefore we utilized QR Codes, which are increasingly popular in Germany. They are able to encrypt all kinds of information, including web-links. Three-dimensional and colourful QR Codes were built by hand - using real LEGO bricks! Curious passers-by could crack a LEGO Code, simply by taking a picture with the QR Reader of their cell phone. The decoded message suggested one of many imaginative possibilities that could be built with the LEGO bricks used in the code that people were standing in front of!
Describe the success of the promotion with both client and consumer including some quantifiable results:
The LEGO codes were linked to success. Online tracking showed, that 49% of all online visitors at the LEGO Sites from myToys were achieved through our campaign. And compared to the non-advertised LEGO products from myToys, the LEGO brick boxes sold twice as much! Our campaign aroused people’s playfulness and opened their minds to the imaginative world of LEGO.
Explain why the method of promotion was most relevant to the product or service:
myToys.de is an online toys retailer. On one hand, we had to lead people to the website, and on the other hand we wanted to amaze and involve them in the offline world at highly frequented places in German cities. By using the colourful and stunning patterns of real LEGO we caught the consumer'sattention. And, because these patterns were QR Codes, we were able to guide them to the website where they could buy a LEGO brick box. Therefore, each decoded message included a web-link, with which the corresponding brick box could be ordered directly from the myToys.de