DUPLOTOWN for LEGO

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DUPLOTOWN

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Industry Toys
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: LEGO
Product/Service: DUPLO
Creative Director: Mikhail Kudashkin (Leo Burnett Moscow)
Art Director: Alexandra Scherbovich (Leo Burnett Moscow)
Copywriter: Polina Bogatyreva-Maguire (Leo Burnett Moscow)
Interactive Creative Director: Grigory Sorokin (Leo Burnett Moscow)
Copywriter: Alexander Ovsyankin (Leo Burnett Moscow)
Art Director: Mikhail Yarovikov (Leo Burnett Moscow)
Media placement: Site - Internet - 01 February 2010
Media placement: Internet Banners - Internet - 01 February 2010
Media placement: Ambient - Kingdergartens - 01 February 2010

Summary of the Campaign
Imagine a town where every single building is the work of a child, where the streets and squares bear the names of the children. A town built entirely by children (ok, with a little help from their parents). Duplotown was just that! Of course, it was a virtual town. The Duplotown experience helped parents release the natural born construction worker in their child. Any child 18 months and up could take part in the great construction.

The Goal
We needed to find a solution that would bring Duplo the same brand awareness as Lego has.

Results
7433 registered visitors (8463 children) as of February 1822 houses built Growth of Duplo awareness in the Internet Duplo sales up 20% during recession

Execution
To be part of it, you had to follow 3 simple steps: 1. Have your child create something with Duplo 2. Take a snapshot of it 3. Upload the photograph at www.duplotown.ru and vote for the best work (yours) To direct people to Duplotown we used a series of banners: (2-3 banners) And, at a later stage, an interactive one: (small hands) We also ran an ambient campaign in several kindergartens where we installed, within a toddler’s reach, Duplo replicas of door handles and railings. Thus, we reminded mums again that Duplo is made for small hands.

The Situation
How OLD should your child be to build with Lego? 6, 9,12? A better question is: Is your child YOUNG ENOUGH for Lego? In Russia most were not aware that they could introduce their child to Lego at the age of 18 months! To reach the small children, Lego has developed a special sub-brand – Duplo.

The Strategy
The Duplotown experience helped parents release the natural born construction worker in their child. Any child 18 months and up could take part in the great construction.