LEGO CL!CK by Pereira & O'Dell New York for LEGO

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LEGO CL!CK

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Industry Toys
Media Promo & PR, Case study
Market United States
Agency Pereira & O'Dell New York
Director Leigh Marling For Blue Sourde
Executive Creative Director Andrew Clarke, Kash Sree
Producer Sara Krider, Kelsie Van Deman
Editor Damion Clayton At Rock Paper Scissors
Released July 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: LEGO SYSTEMS
Product/Service: TOYS
Chief Creative Officer: PJ Pereira (Pereira O'Dell)
Executive Creative Director: Kash Sree (Pereira O'Dell)
Assistant Creative Director/Writer: Jaime Robinson (Pereira O'Dell)
Assistant Creative Director/Art Director: 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)
Strategy: Josh Brandau (Pereira O'Dell)
Producer: Kelsie Van Deman (Pereira O'Dell)
Sound Designer: Damion Clayton (Beacon Street Studios)
Sound Designer: Brian Chapman (Beacon Street Studios)
Composer: Mario Grigorov (Siblings Music)
Editor: Damion Clayton (Rock Paper Scissors)
Lead Designer: Jon Minori (Struck Axiom)
Lead Developer: Tyler Martin (Struck Axiom)
Director: Leigh Marling for Blue Sourde (MJZ)
Executive Producer: Jennifer Sofio Hall (a52)
Media placement: Blog - Web - 27 December 2009
Media placement: Banner Ads - Web - 27 December 2009
Media placement: Mobile Phone Application - ITunes Store - 27 December 2009
Media placement: Short Film - LEGO Blog/Youtube - 11 January 2010
Media placement: Print Poster Campaign-3 Executions - Out Door Wild Postings - 27 December 2009
Summary of the Campaign
Know how it feels when you have a big idea? When all the pieces come together? The moment when everything goes… CL!CK? This initiative for LEGO celebrates that very wonderful moment. A moment that happens to everyone, from Ben Franklin thinking up his famous kite experiment to the little kid playing with LEGO bricks.The centerpiece is the CL!CK Factory, an online community that features all types of content designed to chronicle and inspire CL!CK moments. Some content is original, other content is found by editors, and some other content comes from the community: by tweeting with #legoclick, or tagging photos and videos on Flickr and YouTube, anyone can be a contributor. The campaign launched with an inspiring and whimsical short film (CL!CK) and an iPhone app (LEGO Photo) that lets you make LEGO portraits of your friends and family, just like the ones on the wall of the CL!CK Factory. Integrated PR efforts included the creation of the LEGO Click Awards for kids, an interactive build of an 8-foot tall LEGO light bulb at the Smithsonian Museum. Great ideas just CL!CK
The Goal
The objective was to establish or rekindle brand connections to increase brand affinity and drive sales with adults. In addition to parents of children aged 6-12 the campaign was also targeted toward a group dubbed “nostalgics.” This group, primarily men aged between 18-25, are not yet parents but grew up playing LEGO as kids.Qualitative and quantitative research of our target audience and of the LEGO brand presence in online communities provided the underlying data to support campaign messaging and strategy. Research validated the team’s bold suggestion to expand the tactics utilized for the campaign to include and highlight digital experiences.
Results
• Video viewed 2 million+ times (1.8 million in first 2 weeks); selected to screen at TED conference• iPhone app downloaded 2.2 million times, generating 11 million sessions; at launch, ranked #4 free app in the US, #2 in the UK and #1 in Japan• Apple included LEGO Photo app in print and TV ads in Germany, UK, France, Russia, Canada• 80,000 unique visits to the blog, avg time spent 3:47, 13,000+ returning visitors• 1,200+ tweets and user-generated comments to the blog to date• 550 fans on Facebook • PR value to date (including events): $18 million
Execution
A complementary mix of physical and virtual experiences were launched beginning August 2009 to trigger PR and social media. The campaign was developed to allow for some fluidity, so while most components were executed as intended, the Disney event was incorporated at the 11th hour because of its relevance. All of the activities were designed to build off of each other and to reinforce our messaging.• Events: Disney Fan Expo http://inr.mediaseed.tv/D23%5F36970/ and Smithsonian Institution http://inr.mediaseed.tv/Lego_36866/ • Video: http://bit.ly/88gmoA • Social Media: Blog: www.LEGOclick.com Facebook page (LEGO CL!CK) Twitter (#legoclick)• First-ever LEGO iPhone App: http://itunes.com/app/LEGOPhoto • Banner ads on Federated Media sites •Wild postings in New York City • PR to support all relevant hooks
The Situation
Consumers have many and varied opinions and views of what the LEGO brand is, does, means, etc. from a functional perspective, and all understand its value. LEGO is a champion of creativity, however, previous campaigns uncovered that there is not a universal understanding of “creativity,” and that consumers actually tend to be wary of creativity as they do not often categorize themselves as being creative or agents of creativity. This was the basis for re-imagining our storytelling; we developed an integrated campaign to engage them in the emotional and developmental value of LEGO play.
The Strategy
Leverage the moment of invention/creation (when a child finishes a model/feels the pride of accomplishment) as a universal/ unifying truth for articulating the functional/ emotional value of LEGO play. These “lightbulb” (or CL!CK) moments happen all the time to anyone and stir deeply personal emotions. Our strategy was to facilitate a conversation about CL!CK moments (whether related to LEGO or not), to establish authenticity and understanding, layering in creativy that links back to LEGO play, leverages fan content and engages with video and an iPhone app. CL!CK motivates understanding that exploring imagination from a young age, daring to realize your ideas, creating stories and uses for what you create, solving problems that no one knew existed – all this is core to LEGO DNA, and is exactly what leads to a lifetime of CL!CK moments.