LEGO Fallmethode Rebuild Iris Singapore

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Rebuild

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Kinderspielwaren
Medien Fallmethode
Markt Singapur
Agentur Iris Singapore
Creative Group Head Shawn Foo
Produktionsagentur Freeflow Productions
Director Alan Cai
Creative Director Ed Cheong
Art Director Sylvester Poh
Copywriter Adam Yeo
Veröffentlicht Januar 2016

Kredite und Beschreibung

Brand: Lego
Advertiser: Lego Singapore
Agency: Iris Worldwide, Singapore
Creative Director: Ed Cheong
Creative Group Head: Shawn Foo
Copywriter: Adam Yeo
Art Director: Sylvester Poh
Account Director: Luke Nathans
Account Manager: Ashley Leong
Account Executive: Sharon Chan
Strategic Planning Director: Adil Ismeer
Marketing Communication Manager: Kevin Hagino
Film Production Company: Freeflow Productions, Singapore
Director: Alan Cai
Campaign Summary: In 2015, Singapore Turned 50 And For A Young Nation, The Successful Metropolis Is Already Ranked As The Worlds Most Expensive City. While Celebrations For The “Sg50" Milestone Were In Order, And Every Brand Went To Town With Celebratory Content, Lego Saw The Opportunity To Stick To Its Brand Ethos Of Building A World Worthy For Children To Inherit. At The Same Time, Driving Brand Preference Amongst Parents Amidst Rapid Technological Changes Within The Toy Industry. Having Rapidly Grown Into A Sleek World Class Metropolis Within 50 Short Years, Lego Imagined What That Picture Of Progress Might Resemble In Another 50. Only To Invite Young Children To Build Their Dream City By Rebuilding What We Had Envisioned. The Findings From The Social Experiment Made A Poignant Point. The Sentiments Raised Struck A Chord With Singaporeans And Integrated Perfectly With The On-Ground Sales Promotion Where Four Limited Lego Mini-Builds Of Iconic Singapore Mementos Were Redeemed With Every Purchase.
The Brief: An Integrated Campaign From Social To On-Ground That Would Coincide With The Launch Of Four Exclusive Lego Mini-Builds To Commemorate Singapores Milestone Of Reaching Its 50th Year Of Independence. However, Beyond Sales, The Campaign Would Be Measured Against The Pr Value That The Brand Would Also Achieve By Leveraging Upon The Sg50 Milestone.
The Strategy: As A Brand That Eschews The Spirit Of Building A World Worthy For Children To Inherit, The Strategy Was To Build Upon This Brand Belief And Strike A Chord With The Sentiments Of Singaporean Parents Who Grew Up Experiencing The Rapid Growth Of Singapore. As Emotions Ran High Leading Up To The Big Day, While Every Other Brand Went To Town With Celebratory Communication, Lego Created Content That Reflected Upon The Price Of Progress And What Truly Makes A World Class Metropolis - Home. The Emotionally Charged Social Film Integrated Perfectly With The On-Ground Festivities That Called For Singaporeans Young And Old To Recreate Their Fondest Memories Using Lego, As Sales In Tandem With Redemptions Of Exclusive Mini-Builds Of Iconic Singapore History Were In Full Swing.
The Execution: By Using Children To Remind The Builders Of Today What Makes A City -Home, The Sentiment From Our Social Content Struck A Chord With Parents That Experienced First Hand The Rapid Growth Of Their Beloved Nation. The Poignant Lesson Provided The Spark Needed To Encourage Participation On-Ground At The Exclusive Lego Sg50 Event.