Lego launches new integrated campaign for its Duplo brand within Australia via Airborne

IPG Mediabrands’ creative agency Airborne is leading the largest ever creative campaign in Australia and New Zealand for the popular Lego Duplo range – the Lego Group’s construction product designed for children 18 months to four years of age.

It is the first time locally developed creative executions have been used to support the communication of the preschool brand and Airborne has produced three 30-second TVCs, three 15-second versions and a 60-second in store clip to lead the campaign, which also runs across out-of-home, press, digital, search, mobile and in-store.

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Airborne has collaborated with fellow IPG Mediabrands agencies UM, search/social agency Reprise Media and Havas networked PR and social agency One Green Bean, to drive the campaign into multi-media channels designed to reach parents and families of preschoolers.

The campaign for 2013 will focus on “Big Lego Bricks for Little Hands” supporting the Lego Duplo global brand positioning of “So Many Ways to Play”. This new approach for 2013 is a result of local research commissioned by Lego Australia at the back end of 2012.

Caroline Squire, director of marketing for Lego Australia and New Zealand, said the new campaign was an exciting move for the brand within a highly competitive environment.

Says Squire: “The Lego Duplo brand is an important foundation of our core business here in Australia. Being a global brand, we need to ensure that we deliver a product range, campaign elements, creativity and messaging that resonate and engage with Australian & New Zealand families of preschoolers.

“Airborne has been a true partner of our business with this project – their creativity, passion for the brand and unrelenting focus to deliver on our objectives has resulted in an amazing local campaign for us. We work as a team and this campaign has also been boosted by extensive collaboration from UM and One Green Bean.”

Airborne managing director Scott Player said the new campaign underlined the value of collaboration between the IPG Mediabrands group agencies and One Green Bean.

Says Player: “This is a huge push that is also designed with flexibility to optimise aspects of the campaign as it unfolds and results start to come in. We have high hopes for the impact the work will have on the Lego Duplo brand.” 

Says Henry Tajer, executive chairman of IPG Mediabrands: “This is the full service communications model working its very best. The new Lego Duplo campaign has been a major undertaking, but with such high degrees of collaboration by all the communications skill sets, taking the campaign to market will focus on results for Lego Australia and not be distracted by inter-agency logistics.”

Creative Agency: Airborne

PR: One Green Bean