Welcome A “Really Cool World” at Covent Garden presented by The LEGO® Group, a hybrid digital and physical experience where families could immerse themselves in the world of the LEGO® 2020 Christmas advert.
Creatively focusing on eight key children’s passion points brought to life in brick form, families could explore impactful LEGO® builds and interactive installations, share festive photo moments with Snapchat lenses, discover fun facts, videos and click shoppable links online and spot hidden LEGO® Santa’s to win prizes, bringing the LEGO® Really Cool World into homes, hearts and minds of families at Christmas.
With an objective to deliver brand visibility and amplification across paid, earned, owned and shared channels driving sales, brand consideration and showing the breadth of the LEGO® product portfolio, the campaign included;
•An immersive physical and digital hybrid brand experience journey through LEGO Really Cool World
•Supported by a Time Out partnership, driving awareness, ticket sales and digital exploration
•A Hoopla partnership driving reach for our digital 3D experience through innovative interactive video ads.
•Partnerships with family influencers and national media to drive incremental awareness, driving to our digital hub
Directly engaging with more than 19,500 exceeding KPI’s by +95%
Delivering social engagement: with over 2.7m Snap video completions +17% vs Snap benchmark and a social reach of 6.4million
And driving inclusivity: reaching over 2.4m through paid channels
All supporting the LEGO Group in Retaining No.1 Brand Position as the Number 1 Toy Brand for the sixth year.