In cooperation with Ogilvy Czech Republic and Kreativ Gang, we developed a project that delivered galactic results. LEGO partnered with a Czech-Slovak team of space experts and launched a special crew of astronauts into the stratosphere. This involved a special shuttle carrying 1,000 LEGO minifigures. The primary spokesperson for Slovak media was scientist Jakub Kapuš, the creator of Slovakia’s first space satellite.
Objective
The project’s objective was to popularize the topic of space among a wider audience, including children, and to demonstrate that their dreams can extend beyond the boundaries of space. They can even aspire to become space architects. The media campaign aimed to achieve the highest possible organic reach in national media.
The project encountered several challenges, including a complex topic for lifestyle portals and a limited number of project representatives available for interviews. Despite the media’s appreciation for the campaign and its concept, editors declined the topic, as the project’s content had already been featured in other media outlets. Consequently, the strategy for organically placing the campaign in the media had to be revised.
Strategy
LEGO scheduled the shuttle’s launch in Western Slovakia, leading to an exclusive report being offered to RTVS regional news and the TECHBOX.sk portal. All shuttle designers, including Juraj Kapuš and the LEGO marketing team, were present at the site, which facilitated natural inclusion in the reports.
Implementation
The project was implemented in the second half of May 2023. The launch date could not be scheduled in advance, as it was dependent on weather conditions. The contacted media outlets were informed of the final date at the last minute.
The shuttle carrying LEGO minifigures ascended into the stratosphere via a helium balloon launched from an airfield in the Partizánske district. The released balloon burst at an altitude of approximately 35 km above ground in the stratosphere. The shuttle’s landing site was only an estimation. The entire flight was available for real-time viewing, as reported by TECHBOX.sk.
An RTVS crew was present at the site throughout, filming a multi-minute report from the shuttle’s launch and landing locations. This report was broadcast during the evening news. We dressed the LEGO company representatives in branded hoodies, as the client’s name could not be mentioned on television.
Many media outlets began to feature the press release and photos. The figures that journeyed into the stratosphere became collector’s items, thereby amplifying the campaign’s reach.
Results
- 17 organic media mentions with an AVE value of 57,636 euros.
- According to estimates, the media coverage reached a total of over 3.3 million people.
- Securing unpurchasable media coverage – a lengthy report on RTVS, including interviews, and Jakub Kapuš’s appearance as the main guest at 8 AM on the morning show Teleráno on TV Markíza.
