LEGO wanted to increase awareness of their retail channels on and offline within the UK and Germany over the Christmas period.
Conceptualised and designed the “Visit LEGO Store” campaign – a tourism style activation that positioned each store as a destination for parents and kids. It was distributed through tourism board videos, pop-up tourist booths, graffiti activations, social content, and influencer activations. The content featured a LEGO family called ‘The Bricks’ planning their trip to a LEGO store.
The activation was a huge success reaching 1 in 10 people in both the UK and Germany, recording over 50 million impressions and 215,000 users clicking on the Get Directions button to find their closest LEGO store.