Campaign details
Brand: LEGOBrand owner: The LEGO GroupLead agency: iris WorldwideContributing agencies: SMACountry: Indonesia, India, Philippines, Thailand, VietnamIndustries: Toys, gamesMedia channels: Content marketing, Events & experiential, Product sampling, Online video, Point-of-purchase, in-store, Product sampling, Social media, Public relationsBudget: Up to 500k
Executive summary
In 2017, LEGO earned the title of the most powerful brand in the world1. But in Emerging Asia, kids only knew how to stack the bricks into a tall tower. Parents didn't understand what is unique about "a branded construction toy" in a...