Lego

CHALLENGE

Christmas is a busy time of the year for both parents and Santa alike. There’s an ever-increasing amount of gift choices and choosing the right one can be difficult. We were tasked with both simplifying the gift buying process and making LEGO the number 1 toy brand for Christmas.

RESPONSE

Enter Lionel – Santa’s Little Helper. Lionel is a 452 year old elf who is one of Santa’s closest confidantes. He was employed by LEGO to help mums simplify the gift buying process.

People first met Lionel with a massive adshel buy out across the capital cities. With bus shelters and train station takeovers, commuters awoke one morning and were greeted with thousands of Lionel posters with a simple call to action to search ‘Santa’s Little Helper’. The cache of LEGO as a brand was enough to pique people’s interest and our Santa’s Little Helper website was inundated with over 10,000 hits within the first day.

Once on the site, you could find the perfect LEGO gift for your child with 5 simple clicks. You could print out a product page and your nearest store location and just like that, the hassle was taken out of gift buying.

RESULTS

Not only were we lucky enough to create a LEGO character from scratch but we also created a highly successful campaign. With one tiny Elf, we managed to increase sales by 48% year on year and we made LEGO the number 1 toy brand at Christmas with over 8% of the entire toy market.