Lego®: Build Rebuild

Construction toy brand LEGO grew awareness, engagement and sales in South Korea with an e-commerce campaign that showed parents and children that LEGO could be used more than once.

Campaign details

Brand: LEGO Brand owner: The Lego Group Entrant company: LEGO APACMarket: South Korea Sector: Toys, games Media channels: Email marketing, Websites & microsites, Search marketing, Social media, Point-of-purchase, In-store Budget: Up to 500k

Executive summary

The LEGO Group faced a re-playability perception issue in South Korea, where it is seen as a single-build toy that can be played with only once. We needed to show parents the endless creative possibilities of LEGO bricks.

As well as dealing with this brand challenge, in the...

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