LEGO: SG50 Rebuild

This case study describes how Lego, a Danish toymaker, promoted its products in Singapore by challenging the attitudes of local people to the brand.

LEGO: SG50 Rebuild

James Honda-Pinder

Campaign details

Brand: LegoLead agency: iris SingaporeCountry: SingaporeIndustry: Toys, gamesMedia: Content marketing, Events & experiential, Integrated, Online video, Packaging & design, Point-of-purchase, in-store, Product sampling, Radio, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

Lego is one of the world's most loved brands, an icon that has laid the foundation of a happy childhood for many generations. But in Singapore in 2015, it was staring down the barrel of an uneasy future with fears mounting it could be swept away by...

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