OOH
BRIEF: Come up with an innovative Out Of Home idea for LEGO VIP that uses the brand tone of voice in a way they haven’t done before to bring awareness to their new VIP program.
Insight: In today’s digital era, kids are interested in interactive technology, especially gaming to captivate their attention. Traditional methods of learning and creative activities, such as reading and homework aren’t as captivating as they once were.
IDEA: ADE THE EXPLORER
How about an interactive Lenticular Billboard?
Inspired by young Ade's love for games and building with LEGO, his mom noticed his creativity in learning from hands-on activities. Instead of reprimanding him for struggling with traditional learning methods, she saw an opportunity to nurture his passion. One day, while walking outside, she stumbled upon a VIP campaign from LEGO that read:
"Transform your child's learning journey from boring to adventure with LEGO VIP.
Scan the QR code to unlock an immersive VR adventure!"
Recognizing the potential to blend Ade's interests with education, she eagerly delved into the campaign, eager to explore its promise of thrilling learning experiences.
HEADLINE
Unlock Your Adventure Today!
No VR headset? No worries! Participation is possible on a computer or mobile. Dive into the LEGO universe, solving puzzles and delving into STEM subjects. Progress unlocks levels and VIP membership benefits, engaging and educating in one exciting experience.
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B.L.O.C.K.S V.I.P
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PARTICIPATION
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Interactive Billboard
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DISTRACT YOUR KIDS
IMPACT:
This campaign would increase awareness and engagement with LEGO VIP program among the targeted audience of kids aged 6 - 18. Children will be drawn into the world of LEGO through the interactive adventure and parents will be excited and encouraged to participate in the VIP program. There will be a strengthened connection between LEGO and its young audience solidifying LEGO’s position as a brand that values learning, play and imagination.