LEGO: NICKELODEON AND LEGO TURN TV STATION OFF by Mediaplus Hamburg for LEGO

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LEGO: NICKELODEON AND LEGO TURN TV STATION OFF

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Industry Video Games/Consoles, Toys
Media Promo & PR, Case study
Market Germany
Agency Mediaplus Hamburg
Creative Director Ekki Frenkler, Petra Hornberger
Art Director Sybille Stempel
Photographer Benjamin Kohl
Account Supervisor Jochen Lenhard, Mirko Becker
Released May 2010

Awards

Cannes Lions 2011
Media Lions Best Use of Screens Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Screens
Advertiser/Client: LEGO
Product/Service: LEGO BOARD GAMES
Entrant Company: MEDIAPLUS Munich, GERMANY
Media Agency: MEDIAPLUS Munich, GERMANY
Chief Creative Officer: Alex Schill
Creative Director: Ekki Frenkler/Petra Hornberger/Jochen Lenhard
Art Director: Sybille Stempel
Account Supervisor: Mirko Becker/Jochen Lenhard
Graphic Design: Hans Zieringer
Photographer: Benjamin Kohl
Production Company: Neverest
Results and Effectiveness:
The game day brought about an amazing response from children and families. The campaign created a buzz on the internet and was discussed in countless portals, forums and on Facebook. Mothers were thrilled, retailers were happy and LEGO registered a 28% increase in awareness of its board games during the promotion period. Ownership grew by 67% and the desire to buy the products increased by as much as 71%. (Research May/June 2010, All mums, kids 6-11).
Creative Execution:
In order to encourage the children to play, the complete Nickelodeon program was turned off between 12 noon and 6 pm. In its place, there was only a LEGO-sponsored black screen displaying the motto: “Play instead of watching TV!” The appeal to spend the afternoon playing with LEGO was communicated in many different ways during the run-up to the campaign. The station broadcast on-air and online appeals to spend the TV-free day playing with LEGO. The board game product line had been placed in commercial breaks prior to the TV-free afternoon, with TV sweepstake trailers calling on people to participate in a LEGO sweepstakes on the TV station’s website. The product line’s integration into Nickelodeon’s teletext and newsletter drew additional attention to the new LEGO games. The appeal to spend the afternoon not watching TV, combined with incentives to play with LEGO, created a desire in children to participate in the game day, thus making it a complete success.
Insights, Strategy and the Idea:
In August 2009, LEGO introduced board games to the market. The board games combine playing a classical dice game with LEGO building. The challenge, after the successful campaigns conducted during the dark, board game-conducive months of the year, was to carry the relevance of the LEGO games over to spring and summer, while strengthening the LEGO games’ foothold in the board game market and continuing their successful positive positioning with children and adults.
Kids love LEGO but often spend far too many hours watching TV – much to the chagrin of their mothers. How could this be changed? An occasion was created for families to try out the new LEGO games instead of watching TV. A bold idea: could a TV station be persuaded to simply turn off its kids’ program for an entire afternoon? Nickelodeon was game and turned off its program for an entire afternoon as part of LEGO’s “More play, less TV!” promotion.