Agency: TBWA | Author: Jane Fiori |
Lego Mini Packs: An Epic Case History
INTRODUCTION
In the first six months of 1987, Lego broke with tradition and invested some of its advertising budget (which was not a bottomless pit), first, outside the traditional pre-Christmas season and, second on promoting small pocket money items of Lego rather than the traditional flagship-style Lego products.
The results of this case-study should reassure:
- those who like to take risks!
- believers in the wisdom of co-ordinating above- and below-the-line.
- believers in the power...