We love the work the latest fun project ACCESS Agency did for (and with) LEGO. In the era of internet and all things on-line and social, they did a really fun and creative street-promotion, which undoubtedly will not go unnoticed on-line as well. Great case study, we’re looking forward to see the actual implementation.
This is how the agency describes the campaign (description by Bill Tikos):
LEGO is fun and games for children. Highly recognized and bringing a smile to everyone’s face, LEGO is also the object of countless creative ideas completed by adult fans who’ve created everything from kitchen tables to animation and fashion shows, to clothing made of LEGO bricks.
In addition to fun and creativity, LEGO is also a strong symbol of building. In our version of street-level LEGO promotion, we envision building massive LEGO sculptures — creations so big that they cannot go unnoticed.
LEGO is a brand that can get away with this kind of in-your-face stunt as the goodwill and positive attitudes allow consumers to see it all in a fun light.
In the world of social media, this kind of attention is priceless. People will notice, photograph, tweet, facebook and youtube this to their networks when they see one of these fun creations.
The shock value increases when these sculptures are placed in environments and contexts where no-one is expecting to see a big “toy.”
We are not talking about theme parks, we are talking about car parks. A Darth Vader with his light saber waiting for you in the underground garage — perhaps to your favorite shopping centre, sports facility or night club. He will raise or lower his saber depending on how you behave. Incredible opportunities to add sound as well.
Or a gigantic R2D2 as a gateway, or LEGO light fixtures or a road or bridge painted to look as if it were covered with LEGO bricks. Or a friendly, gigantic Smurf to brighten up an event in a park.
The extension of this type of street-level promotion to websites, video, in-store promotions and advertisements is natural, yet the main thrust comes from the consumers who will react with delight. Can you imagine seeing one of these for the first time and NOT telling anyone?