LEGO Build Amazing: Modernising the view of creativity in Emerging Asia to empower the builders of tomorrow

LEGO, the toy company, increased sales in emerging Asia by showing the importance of creativity through events and a social media campaign.

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...

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