Lego: News Rebuilt

Adrian Mutescu, Anna Sadykova

Toy producer LEGO launched its first store in Saudi Arabia and grew relevance and sales with a print campaign that recreated a newspaper out of bricks, amplified by influencers.

Campaign details

Brand: LEGOBrand owner: KIRKBIEntrant company: Havas Middle East - United Arab EmiratesIdea creation: Havas Media DubaiMarket: Middle East & North AfricaSector: Leisure & entertainmentMedia channels: Word of mouth, influencers, KOLs, Social media, Public relationsBudget: No budget

Executive summary

In a nation where being well-known globally is not a guarantee of success if you don’t ‘speak’ the Saudi culture, we made LEGO, a relatively unknown brand in Saudi Arabia, win its place in the hearts of Saudi people.

With limited budgets, we positioned LEGO...

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