Lego
Client: Lego
Campaign: Star Wars
Category: Esports
Problem:
Audiences are turning more to digital engagement rather than physical as their preference in play. Lego as a franchise needs to stay top of mind with the youth audience and engage them whilst they are playing, but be seen as a value add.
Challenge:
Showcase Lego’s new lines of products in a way that instantly creates a sense of customisation and play, so gamers feel like they are in control. Ensure the focus is on Lego and its product, not just the Star Wars/Mario IP.
Solution:
Create interactive ad placements, that bring the idea of choice and customisation to the user.. so they control how they play.
Specifically, YKM created ads that gave audiences a choice between the Dark Side and Light Side of Star Wars, where they could interact with a button to visualise how they would display their Star Wars Lego passion.
Coupled with an interactive mobile swiper creative that engaged with this audiences preference for swiping, to allow them to choose the Lego helmet that they wanted and click through to purchase.
Overlaid with a highly targeted content follow strategy (including Pre-roll videos), which ensured LEGO was engaging the right audience at the right times. This gave their ads a sense of belonging rather than intrusion, which instantly created a value exchange with users. Their time and engagement for fun.
HUGE 11% ENGAGEMENT RATE
92% VIEWABILITY
3% CTR
The Lego Stars Campaign resulted in a massive increase in both awareness and engagement, leading to call to action. Overall, a direct correlation to sales increases on their 2 key properties of Star Wars Lego and Mario Lego.