Lego: The News Rebuilt

Adrian Mutescu, Anna Sadykova, Tanya Kassab

LEGO, a retail brand, launched a campaign in the Middle East and Africa to increase social and local media mentions, increase footfall to the new store and increase sales.

Campaign details

Brand: LEGO Brand owner: The Lego Group Entrant company: Havas Middle EastIdea creation: Havas Middle East Dubai Market: Saudi Arabia Sector: Toys, games Media channels: Word of mouth, Influencers, KOLs, Social mediaBudget: 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 as...

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