Build, don't break, urges Lego

The popular toy brand has executed a multi-city brand activation urging kids to build the tallest tower made from Lego bricks.

Well-known Danish plastic toy manufacturing brand Lego has targeted the Asian market with outdoor campaigns across the continent. The company has launched an interactive outdoor marketing campaign to attract consumer attention in India.

With social media, technology and gadgets capturing the minds of kids today, the importance of participating in a physical sport, or a classic board game has become obsolete. In order to encourage kids to experience the feeling of exploration and create something, the initiative, which started on November 20, aims to position the brand as a crucial part in the child development process.

Lego, in association with Landmark, has launched its first-ever biggest Lego Challenge in the country. Conceptualised by Bounce Advertising and executed by Transform, the campaign aims to highlight the sheer pleasure of building block by block, the tallest tower using Lego bricks. The winner will be rewarded with a chance to visit Legoland, the brand's theme park in Malaysia.

The preliminary rounds of the competition have been conducted for children between the age group 5-10 years in leading Landmark stores across Bengaluru, Hyderabad, Vashi (Navi Mumbai), Chennai, and Pune. In the first round, participants were asked to build towers using Lego bricks in 120 seconds. The height of the tower was the deciding factor in selecting the winners of this round. The final round, scheduled to be held on December 18 and 19, will witness finalists battle it out building Lego towers in less than 300 seconds.

The finale will be held on December 20, across the above-mentioned five cities, and the builder of the tallest Lego tower will be crowned winner. Registrations for the activation began a month ago with customers registering in-store for the challenge.

An official spokesperson informs that it targets kids in the age group of 4-14 years, and parents between 25-45 years of age from SEC A, SEC A+, and SEC B.

The brand leverages BTL and in-store communication to reach out to its strong base of loyal customers. This can be a reason why the brand does not heavily advertise on digital or television.

Currently, the brand is present in 11 multi-retail outlets (seven exclusive outlets in Landmark, and four outlets in Westside). In India, Landmark has a presence across nine cities, which includes Mumbai, Chennai, Bengaluru, Hyderabad, Pune, Chandigarh, Baroda, Ahmedabad and Lucknow. The company, which claims to have a loyal consumer base, has been operational in India since 1988.