LEGO Promo, Case study PHOTO APPLICATION by Pereira & O'Dell San Francisco

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Industry Toys
Media Promo & PR, Case study
Market United States
Agency Pereira & O'Dell San Francisco
Executive Creative Director Andrew Clarke, Kash Sree
Producer Sara Krider, Kelsie Van Deman, Brad Kelly
Released December 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: LEGO SYSTEMS
Product/Service: LEGO
Date of First Appearance: Dec 27 2009 12:00AM
Entrant Company: PEREIRA & O'DELL , San Francisco, USA
Entry URL:
Chief Creative Officer: PJ Pereira (Pereira O'Dell)
Executive Creative Director: Kash Sree (Pereira O'Dell)
Associate Creative Director/Art Director: Jaime Robinson (Pereira O'Dell)
Associate Creative Director/Wrter: Jason Apaliski (Pereira O'Dell)
Producer: Sara Krider (Pereira O'Dell)
Director of Production: Jeff Ferro (Pereira O'Dell)
Director of Client Services: Gary Theut (Pereira O'Dell)
Account Director: Ryan Toland (Pereira O'Dell)
Account Executive: Skylar Fogel (Pereira O'Dell)
Art Buyer: Analisa Payne (Pereira O'Dell)
Media Buyer: Josh Brandau (Pereira O'Dell)
Producer: Kelsie Van Deman (Pereira O'Dell)
Developer: Roger Braunstein (Struck Axiom)
Technical Director: Jeff Yamada (Struck Axiom)
Producer: Brad Kelly (Struck Axiom)
Lead Designer: Jon Minori (Struck Axiom)
Lead Developer: Tyler Martin (Struck Axiom)
Media placement: Mobile Application - Itunes - 27 December 2010

Results and Effectiveness
Upon launch LEGO Photo was the #4 free app in the US, #2 in the UK and #1 in Japan. For the month of January, it attracted over 2 million unique downloads, and ranked as the 32nd most downloaded application in the US.

Creative Execution
LEGO Photo is LEGO's first official iPhone application available for free at the iTunes App Store. It works with the iPhone and saved images on an iPod touch letting consumers immortalise their favorite images in LEGO form. Users can simply choose a photo from an existing gallery or point the camera to snap a photo then touch the screen to watch their masterpiece build. Additional screen taps show portraits in nine different color palette options. Celebrating CL!CK portraits is easy. Users can upload to a social networking page, email it to grandparents and friends, print it--even tweet it using #legoclick.

Insights, Strategy & the Idea
Lego has seen steady growth, attributed largely to the shift in objective from purely children, to parents and fanboys who have made the brand beloved for years. Coming off of the success of GoMiniManGo, a campaign we launched last year to give the brand loyalist a voice, we wanted to move beyond product and provide people with a new way to interact with the brand. The LEGO Photo App was created to bring the iconic Lego bricks to life in the form of a photo application, turning any picture taken with an iPhone into corresponding Lego bricks. As an added benefit in our update, users were also able to see how many bricks of various colours it would take to recreate their image in the physical world, helping to extend Lego’s relationship with consumers.