Client: The LEGO Group
LEGO’s hybrid digital and physical “Really Cool World” experience immersed families in the magic of the LEGO® 2020 Holiday advert during the festive season 2020, when there was little fun to be had.
With the remastered Lou Reed classic providing the soundtrack, families were led from lyric to lyric, as sausage trees and even an AR astronaut appeared before them in striking LEGO form.
The experience creatively focused on children’s passion points, delighting families with installations of LEGO princesses, vehicles and dinosaurs, and taking the magic of everyday into the hearts and minds of consumers everywhere.
At the heart of the activity was an interactive IRL and virtual treasure hunt, a gamified experience that prompted families to hunt for LEGO Santa’s hidden in the installations to win prizes.
The space was mapped using 360-degree image platform Matterport to creatively produce a fun and interactive journey from entry to exit through the physical installation. As well as the virtual walk through, families at home could enjoy extra magic such as discovering fun facts, viewing passion point themed videos and clicking shoppable links.
A Partnership with AR provider, Snap Inc, delivered three bespoke Snap lenses to drive social sharing, which were accessible through the Snap app and via snappable codes at the event.
With an objective to deliver brand visibility across paid, earned, owned and shared channels driving sales, brand consideration and showing the breadth of the LEGO® product portfolio, the integrated approach retained No.1 brand position for the 6th year.