Lego Kids, a Danish toy production company, increased awareness, consideration, and sales in the UAE by championing LEGO as a fun contrast to the seriousness of Ramadan.

Campaign details

Brand: LEGO KidsAgency: InitiaitiveRegion: EMEA



Wanting to stay relevant and active during Ramadan, our revenue objective was to keep sales during Ramadan/Eid 2022 at the already very high level of 2021. Our brand-building objective was to grow the brand salience measured on "LEGO Play is fun", without losing on "LEGO helps learn new skills" and "LEGO supports children's creativity". These attributes were selected as having the highest impact on LEGO consideration, purchase intent, and equity health in 2022. Additionally, the "LEGO Play is fun" perception was the weakest scoring attribute among...

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