SANTA'S LITTLE HELPER by UM for LEGO

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SANTA'S LITTLE HELPER

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Industry Toys, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Australia
Agency UM
Director Kim Lion
Released November 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: LEGO
Product/Service: LEGO
Date of First Appearance: Nov 29 2009 12:00AM
Entrant Company: UM, Sydney, AUSTRALIA
Entry URL: http://lego-australia.com.au/campaign
Investment Manager: Pia Coyle
Director: Kim Lion
Regional Marketing Manager ANZ: Caroline Squire (LEGO)
Brand Manager ANZ: Karen Henderson (LEGO)
Search Manager: Lucy Gardiner (Reprise Media)
Media placement: Magazines - Australian Women’s Weekly, Woman’s Day, Sunday Magazine, Better Homes & Gardens - 11/11/09
Media placement: FTA TV Campaign - Seven Network, Ten Network Kids Programming Only - 29/11/09
Media placement: Subscription TV Campaign - MCN – Arena, Bio Channel, 111 Hits, Cartoon Network, Nickelodeon, Boomerang, Com - 29/11/09
Media placement: Digital - Cartoon Network Online, Nickelodeon Online - 29/11/09
Media placement: Search - Google - 01/12/09
Media placement: Outdoor - Adshel - 07/12/09
Media placement: Newspapers - MX - 14/12/09
Media placement: Sampling - Central Railway Stations In Sydney, Melbourne & Brisbane - 15/12/09

Results and Effectiveness

Over 682,000 searches for LEGO or ‘Santa’s Little Helper’. Santa’s Little Helper generated a click-rate of 3.5%... double the toy-industry average. And better still, our overall search click-rate was 6 times the toy-industry average. Gift buyers viewed an average 14.8 pages per visit – an extremely sticky result. Santa’s Little Helper drove more product page views than any other LEGO-related term (brand terms are normally the strongest drivers). 5,263 store searches. 1,170 kids sending e-cards to their parents. 15,000 bricks in-hands through sampling. Sales were up 39% year on year.

Creative Execution
At the campaign’s epicentre was a purpose-built local website taking the anguish out of buying toys. Simplifying things, it showed parents the LEGO range by their child’s age group. It also helped them find their nearest retailer, and print a product page to take in-store. Never before had such a LEGO service existed in Australia. To get gift buyers there, we bought a unique search term: “Santa’s Little Helper”. We placed the term front and centre in all advertising: Santa’s Little Helper appeared in cluttered retail, outdoor, print and sampling environments in the Christmas lead-up. A refreshingly simple message, in chaotic places, at a chaotic time. Santa’s Little Helper didn’t stop there. Via product TVC’s, kids were invited online to a fun-filled destination to create LEGO e-cards showcasing their favourite LEGO toys, which they could then send to Mum and Dad, unwittingly aiding the Santa’s Helpers list.

Insights, Strategy & the Idea
To adults, gift-buying for children at Christmas time is a daunting experience. Especially when making the right choice validates them as a good parent, grandparent, auntie or uncle. Add to this the sheer volume of toy advertising pre-Christmas and you quickly turn a daunting experience into a nightmare. Too much choice, a whole lot of pressure, and very little time. Efforts were focused on taking the stress out of choosing a gift, and in doing so positioning LEGO as the No.1 choice this Christmas. LEGO = Santa’s Little Helper A multifaceted campaign that spoke to kids and adults.