Although the pandemic limited our options in 2021, we found a way to present Christmas gift ideas for the whole family from the LEGO® portfolio. Within 24 hours, we managed to prepare an offline experiential afternoon for influencers and innovative breakfast for the media. In doing so, we created a viral event in record time with a unique atmosphere and even better reach. The project was based on the creative idea and execution by DIVINO with mentoring from the Czech agency Ogilvy.
What was the objective of the project and how did we approach it?
The campaign’s objective was to present the diversity of the LEGO® portfolio and to organize an event that guests could attend in person even during another emerging wave of the pandemic. To protect the health of guests and ensure a safe environment, we chose rented premises in the Panorama City residential building in Bratislava. This building has become one of Bratislava’s landmarks in recent years. Symbolically, the location referenced the LEGO® claim “Rebuild the World.”
Target Audience
The legendary building sets support the creativity and social skills of children from 18 months of age, as well as parents and adult builders of all ages.
Strategy? A ‘wow’ effect that immersed guests in the story
Our strategy was to draw guests into LEGO® stories. Therefore, the entire space was “decorated” with building sets – product tips for Christmas for the whole family. In addition, valuable pieces from the largest private collection of LEGO® models in Central Europe, lent by their owner – Andrej Ďurík, stood out. Event participants thus had a unique opportunity to admire, for example, a 20-year-old scene from the Harry Potter movie.
Event Schedule
Day 1
- We welcomed 6 selected influencers who love LEGO
- We presented them with product tips
- They wrote a letter to Santa Claus
- They competed in pairs building LEGO without instructions
- They spontaneously created creative stories with the help of LEGO props
Spontaneous stories created during the fun ensured an immediate “buzz”
Day 2
- Representatives of traditional media accepted the invitation to a business breakfast
- We presented them with Christmas product tips
- We discussed experiences related to LEGO building sets,
- We evaluated the “influencer battle” in free building from the previous day
We supplemented these activities with the distribution of press releases to a wider media list.
What outcomes did we achieve with the project?
- Media coverage with a reach of 1.2 million people
- 40+ IG stories with a reach of 100,000 people
- Contest on the profile with 230k followers
- A memorable event that was talked about for a long time
We measured the results based on the number of product tips published in print media and reach data available directly on DIVINO’s Instagram profile and on the profiles of participating guests. Additionally, we managed to promote that LEGO has a new agency in Slovakia – DIVINO, which led to influencers who love LEGO reaching out and being open to collaboration on future projects.
