LEGO DM LEGO SIGNS by, Serviceplan Munich

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Creative Director Christoph Nann, Maik Kaehler Serviceplan
Art Director Till Diestel Serviceplan
Agency Serviceplan Munich
Executive Creative Director Alexander Schill
Creative Director Markus Maczey
Copywriter Rudolf Novotny
Released April 2010


One Show 2011
One Show Design Branding / Booklet/Brochure Bronze

Credits & Description

Category: Dimensional Mailing
Advertiser: LEGO
Product/Service: LEGO BRICKS
Agency: PLAN.NET
Date of First Appearance: Apr 9 2010 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Entry URL:
Chief Creative Officer: Alexander Schill (Serviceplan)
Executive Creative Director: Alexander Schill (Serviceplan)
Creative Director: Christoph Nann (Serviceplan)
Creative Director: Maik Kaehler (Serviceplan)
Creative Director: Markus Maczey (Serviceplan)
Copywriter: Rudolf Novotny (Serviceplan)
Art Director: Till Diestel (Serviceplan)
Customer Consultant: Tim Schnabel (Plan.Net)
Customer Consultant: Patrick Stehle (Serviceplan)
Programmer: Benjamin Heeb (Plan.Net)
Programmer: Florian Feiler (Plan.Net)
Programmer: Markus Mrugalla (Plan.Net)
Online: Steffen Roth (Webfact)
Online: Gabriel Cueto (Webfact)
Media placement: Direct Mailing - German Households - 09.04.2010
Describe the brief/objective of the direct campaign.
LEGO has a very big range of products. It is hard for parents and of course grown up LEGO fans to keep track of the existing and brand new products. The client asked us to develop a mailing to inform parents (20 to 50 years old) and LEGO enthusiasts about the LEGO-range in an easy and fascinating way – by keeping the company’s playfull attitude.
Explain why the creative execution was relevant to the product or service.
Our catalogue is the most relevant solution for the client’s brief because it uses the product to sell the product: You have to play with Lego to see the latest Lego models.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent out boxes to Lego-Club-members designed like a Lego brick containing real size black&white bricks and a grey Lego plate. We explained: Take the grey plate and arrange the bricks to any symbol you can think of. Every possible symbol represents a certain Lego-model. Go to, turn on your webcam and hold the plate with the black/white brick symbol into the camera. According to the symbol a perfect 3D model pops up on your Lego plate (Augmented-Reality). Now you can watch the product in a 360° degree angle. Change the symbol and take a look at another Lego-model.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
As this unique interactive catalogue was sent out in mid April, we don’t have any relevant numbers yet. Untill the mid of April we had round about 50 different models – and still developing. But what we can say is: the client was more than happy about this simple and playfull solution and already got great feedback from members of the Lego Club.