Campaign details
Brand: LEGOBrand owner: Kamal Osman Jamjoom GroupLead agency: Havas Middle East DubaiContributing agency: Havas Midde East Saudi ArabiaCountry: Saudi ArabiaIndustries: Toys, gamesMedia channels: Newspapers, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
This is a story of how LEGO, a relatively unknown brand in Saudi Arabia, won its place in the hearts of Saudi people.
In a nation where being well-known globally is not a guarantee of success if you don't "speak" the Saudi culture, we found a...