The LEGO Group: Joyful focus

The LEGO Group, the Danish toy company, ran an audio campaign in the UK that drove purchase intent among adults wanting to use the toys themselves.

Campaign details (Joyful Focus)

Brand: LEGO Adults WelcomeBrand owner: The LEGO GroupAgency: InitiativeMarket: UK

Executive summary

The LEGO® Group is one of the most beloved brands in the world, however it’s soaring success amongst children has alienated many adults who think the brand “wasn’t for them”. We conducted a bespoke quant & qual research study, and discovered that adults were turning to hands-on hobbies to alleviate the stress brought on by lockdowns. This insight unlocked a completely new opportunity for the LEGO Adults Welcome range.

We created Joyful Focus, a campaign where we shifted from building bricks...

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