Lego Australia launches multi-media Christmas campaign targeting kids and adults via Airborne
Lego Australia is launching its Christmas campaign using multi-media to simultaneously target kids and adults. The campaign has been produced by creative agency Airborne, with media strategy led by UM in the Australian market and Draftfcb in New Zealand.
Says Caroline Squire, director of marketing for Lego Australia and New Zealand: “The challenge for the agencies was to build on previous years’ Christmas campaigns and execute a campaign that engages both children and adult audiences in the Christmas spirit. I think we have achieved this by integrating a wide selection of media channels that collectively deliver relevant, emotive messaging.”
Two 15-second TV commercials, an interactive website and a mobile platform are centre pieces of the new campaign, with an animated Lego mini-figure called Santa’s Little Helper who helps parents and gift givers with their gift choice.
The mobile platform for the Lego Christmas campaign allows people to browse gift ideas and create a shopping list for later purchase in store. As well as TV, digital and mobile, the campaign will also appear on animated outdoor panels, in print advertising and in-store displays.
Company: Lego Australia
Client: Caroline Squire, Director of Marketing for Lego Australia and New Zealand
Creative Director: Kristy Player
Account Management; Rowena Vas
Producer: Cameron D’Arcy
Website Development: James Boyd
Mobile Site: Mnet