The LEGO Agency

Client: LEGO Marketing
Product: LEGO Technic
Title: Build for Real
Media: Social Media
Country: Global
Date Of Campaign: 01/06/2018

Background: LEGO Technic is the advanced LEGO building system that allows older kids and adults to build complex models full of working mechanical features and functions. At the start of 2018, LEGO Technic faced a growing challenge: awareness levels for the brand and its offering were falling, as were the overall “coolness” factor of the models themselves. The brief from the LEGO Marketing team was simple but ambitious: with a limited budget, revitalize the declining brand by showing in an engaging way that anything is possible when you build with LEGO Technic.

Idea: We decided the LEGO Technic brand needed something big and spectacular. Under the headline Build for Real, we created a strategy to put LEGO Technic back in the spotlight. We devised a two-step campaign enhancing the launch of the 1:8 scale model with the development of a spectacular 1:1 drivable Chiron built in LEGO Technic. It took over 13,000 man hours to construct, was made up of over a million Technic elements and included 2304 of our tiny LEGO Power Function motors to make it move.The Build for Real campaign kicked off on June 1st 2018 at a special event for the 1:8 model. The launch was live-streamed on social media and supported by a comprehensive retail campaign. The second stage began on August 31st, when we announced the news of our full-sized version of the Chiron. In a highly coordinated, PR driven campaign, we published different videos across social media to target specific audiences. The hero asset was a cinematic YouTube film that followed the car’s first test run. This was supported simultaneously with a shorter facts & figures newsroom piece for social media. A longer documentary video revealing the broader story behind this spectacular vehicle followed soon after. The whole adventure was also chronicled in-depth in a three-part podcast series.Selected journalists and influencers had been briefed prior to launch, while a dedicated media page gave everyone else access to a bank of photo and pre-subtitled video assets to use in their own content development. Bugatti mirrored the launch by releasing all our assets on their own channels. With very little media spend, the news of our car was seen and spread by millions, gaining world-wide headlines for the LEGO Technic brand.

Results: We reached over 60 million people via our owned channels alone. There were 70 million organic views of our content and it was watched for a total of 22.5 million minutes. The campaign generated over 1300 broadcast pieces and 5900 editorial pieces in over 100 countries. Earned Media Value was estimated to be equal to $57.6 million.