{"id":2302,"date":"2022-12-21T07:27:00","date_gmt":"2022-12-21T06:27:00","guid":{"rendered":"https:\/\/www.divino.sk\/pripadova-studia\/lego-christmas\/"},"modified":"2025-12-11T17:55:10","modified_gmt":"2025-12-11T16:55:10","slug":"lego-christmas","status":"publish","type":"case-study","link":"https:\/\/www.divino.sk\/en\/pripadova-studia\/lego-christmas\/","title":{"rendered":"LEGO Christmas"},"content":{"rendered":"
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Although the pandemic limited our options in 2021, we found a way to present Christmas gift ideas for the whole family from the LEGO\u00ae 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. <\/h4>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>
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What was the objective of the project and how did we approach it?<\/b><\/h2>\n

The campaign’s objective was to present the diversity of the LEGO\u00ae 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\u00ae claim “Rebuild the World.” <\/p>\n<\/div>\n<\/div><\/div><\/div><\/div>

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Target Audience<\/b><\/h3>\n

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.<\/p>\n<\/div>\n<\/div><\/div><\/div><\/div>

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Strategy? A ‘wow’ effect that immersed guests in the story <\/b><\/h4>\n

Our strategy was to draw guests into LEGO\u00ae stories. Therefore, the entire space was “decorated” with building sets \u2013 product tips for Christmas for the whole family. In addition, valuable pieces from the largest private collection of LEGO\u00ae models in Central Europe, lent by their owner \u2013 Andrej \u010eur\u00edk, stood out. Event participants thus had a unique opportunity to admire, for example, a 20-year-old scene from the Harry Potter movie. <\/p>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div>

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Event Schedule<\/h2>\n

Day 1<\/strong><\/p>\n

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  • We welcomed 6 selected influencers who love LEGO<\/li>\n
  • We presented them with product tips<\/li>\n
  • They wrote a letter to Santa Claus<\/li>\n
  • They competed in pairs building LEGO without instructions<\/li>\n
  • They spontaneously created creative stories with the help of LEGO props<\/li>\n<\/ul>\n

    Spontaneous stories created during the fun ensured an immediate “buzz”<\/h4>\n

    Day 2<\/strong><\/p>\n

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    • Representatives of traditional media accepted the invitation to a business breakfast<\/li>\n
    • We presented them with Christmas product tips<\/li>\n
    • We discussed experiences related to LEGO building sets,<\/li>\n
    • We evaluated the “influencer battle” in free building from the previous day<\/li>\n<\/ul>\n

      We supplemented these activities with the distribution of press releases to a wider media list.<\/p>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div>

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      What outcomes did we achieve with the project?<\/b><\/h2>\n
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      • Media coverage with a reach of 1.2 million people <\/li>\n
      • 40+ IG stories with a reach of 100,000 people<\/li>\n
      • Contest on the profile with 230k followers<\/li>\n
      • A memorable event that was talked about for a long time<\/li>\n<\/ul>\n

        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 \u2013 DIVINO, which led to influencers who love LEGO reaching out and being open to collaboration on future projects. <\/p>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"

        How we delivered an experience and CHRISTMAS TIPS to the media at a time when people could not meet<\/p>\n","protected":false},"author":3,"featured_media":2306,"template":"","case-study-category":[28],"class_list":["post-2302","case-study","type-case-study","status-publish","has-post-thumbnail","hentry","case-study-category-events"],"acf":[],"yoast_head":"\nLEGO Christmas - Divino<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.divino.sk\/en\/pripadova-studia\/lego-christmas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LEGO Christmas - Divino\" \/>\n<meta property=\"og:description\" content=\"How we delivered an experience and CHRISTMAS TIPS to the media at a time when people could not meet\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.divino.sk\/en\/pripadova-studia\/lego-christmas\/\" \/>\n<meta property=\"og:site_name\" content=\"Divino\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DivinoAgency\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-11T16:55:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.divino.sk\/wp-content\/uploads\/2025\/10\/image-56.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"636\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.divino.sk\/en\/pripadova-studia\/lego-christmas\/\",\"url\":\"https:\/\/www.divino.sk\/en\/pripadova-studia\/lego-christmas\/\",\"name\":\"LEGO Christmas - 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