LEGO Promo LEGO STEREOSCOPE by Serviceplan Munich

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Industry Toys
Media Promo & PR
Market Germany
Agency Serviceplan Munich
Creative Director Cosimo Moeller, Christoph Everke, Alexander Nagel Serviceplan
Art Director Matthias Noesel
Account Supervisor Hendrik Daun
Released January 2011

Credits & Description

Category: Durable Goods
Advertiser: LEGO
Product/Service: LEGO
Date of First Appearance: Feb 1 2011
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alex Schill (Serviceplan)
Creative Director: Christoph Everke / Cosimo Moeller / Alexander Nagel (Serviceplan)
Art Director: Matthias Noesel (Serviceplan)
Account Supervisor: Hendrik Daun (Serviceplan)
Media placement: Installation - Installation - 01.02.2011

Describe the objective of the promotion.
The objective was to develop an attention-grabbing idea for Lego to use at the 2011 Spielwarenmesse International Toy Fair in Nuremberg that creates a connection between Lego and the campaign claim, "Building Fantasy" in an unusual manner.
Our mandate was to bring new customers to the company's trade fair stand via unconventional means and inspire them with the product.

Describe how the promotion developed from concept to implementation.
To implement the campaign claim “Building Fantasy” in an attention-grabbing way, we developed the first billboard whose motif is created only in the viewer’s imagination and is only visible at second glance.
Following a precise building plan and taking extreme care that not a single piece was mislaid, 378,428 Lego bricks were assembled with exactitude by hand, finally turning into a huge billboard.
With your gaze focused on the surface, the perspective begins to shift; the bricks blurring and then taking shape in a different billboard image, now only seen in the eyes of the observer: the 3-D image of a Lego dinosaur.

Explain why the method of promotion was most relevant to the product or service.
There’s no limit to the imaginative possibilities of building and playing with Lego bricks.
By developing an advertising medium that visualised the campaign claim of “Building Fantasy" in a completely new way, the target group – dealers and customers – were shown that LEGO really can be used to build anything. Even images that only form in the observer’s imagination when viewed.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The billboard was unveiled to a large audience for the first time at the opening of the International Toy Fair in Nuremberg. Visitors encountered our billboard, made up from 378,428 Lego bricks, right in the entrance area. Even on the opening day, the area was a huge crowd-puller and became the highlight of the fair. This in turn increased the number of visitors to the stand.