LEGO is a line of plastic construction toys that are manufactured by The LEGO Group, a privately held company based in Denmark. The company’s flagship product, LEGO, consists of colourful interlocking plastic bricks accompanying an array of gears, figurines called minifigures, and various other parts. LEGO pieces can be assembled and connected in many ways, to construct objects; vehicles, buildings, and working robots. Anything constructed can then be taken apart again, and the pieces used to make other objects.

LEGO BeNeLux wanted to celebrate its 60th birthday in collaboration with DreamLand that celebrated its 40th birthday. The briefing was straightforward: “Create an activation to promote the new LEGO City Arctic product line and maximize engagement between the target group and the product.”

For this campaign, the LEGO universe was expanded and brought to life at several DreamLand stores. A combination of in-store communication with out-store activations was set up to become a strong mix between information and engagement.

The out-store activation was focused on engagement. The goal was to let children experience LEGO City Arctic in a unique setting. During 6 activations a completely branded and customized large freezing unit was placed outside the DreamLand stores. Before entering the LEGO City Arctic world that was created in these units, kids were dressed with white eskimo hats, a winter jacket, gloves and equipped with a toolkit.

Once inside, the kids discovered a huge ice block with little bags with LEGO figurines inside of it. With the help of their toolkit, they got the opportunity to carve one or more little bags out of the ice block.

The in-store communication existed of a freezing unit that was fully wrapped with LEGO City Arctic artwork. Children were dared to open the freezer and discover the whole LEGO City Arctic product range inside.

713 children and their parents were engaged to experience the LEGO City Arctic universe and took home a mini LEGO City Arctic set.

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