THE DUPLO
EVOLUTION.
Client: Lego | Category: In-store event, online, ads
Duplo, the oversized building blocks from Lego, are perfect for stimulating small children’s imaginations. But with a flood of toys on the market, how do we persuade parents to buy Duplo over anything else?
KEY EMOTIONAL DRIVER
Parents are concerned that their children may be under-stimulated. Also, parents don’t want to buy toys that simply entertain their children. They want toys that enrich their children’s creativity and development. We demonstrated that Duplo takes care of all of those things.
IMPACT
We took kids’ imaginations. A whole lot of Duplo. And a secret building brief. And used it to stimulate their parents’ imaginations.
Live in the iconic windows of Sweden’s most famous store, NK in Stockholm, we got four groups of kids busy building their mystery object. Could parents, passers-by or a live-streaming online audience tell what they were creating?
A teaser film on duplo.se dropped plenty of helpful clues from the kids themselves, such as: “It’s green, pink, white and red, round and flat and smells of strawberries.” *
With over 100,000 views of the teaser film, huge crowds around the NK windows and a healthy spike in demand for Duplo sets in store, the campaign stimulated brand engagement, winning Creativity Online’s coveted Pick of the Week spot.
* In case this clue didn’t give it away, the kids were building a house.
