Breakthrough success for LEGO

April 12, 2013

Engaging products, good timing and utilization of the medium was the recipe for success LEGO found in collaboration with Dagbladet. The campaign ran only on mobile and tablet and was a pure competition with three questions where the winner received LEGO for a total of 10,000. The questions were about famous LEGO characters, and the banners used finger swipe technology.

- I've never seen anything like it," says designer Fredrik Pettersson of Dagbladet. He is behind the idea and execution of the campaign together with his team. On average, the campaign had new participants every 3 minutes for three weeks.

Almost 500,000 visited and swiped through the ad, 193,000 started the competition and participants spent an average of two minutes on the competition.

- The brief we gave Dagbladet was to develop a seasonal activity around Easter that would engage the whole family. We could have used standard banners, but now we wanted to involve the user to a greater extent than before. The goal was not purely sales, but to get people to engage with LEGO in thousands of homes. We really achieved this with almost 5,000 participants in the competition," says Anders Aanestad, Marketing Manager at LEGO.

Dagbladet has during the campaign period tracked all movement in the banners, not just pure clicks.

- "We have a lot of material we can learn from, we know how many people swiped the banners, how many people started clicking on the banner without finishing the competition, what time of day most people participated and the differences between tablet and mobile," concludes Pettersson.

Picture at the top of the case: f.v. Marianne Dalen - Dagbladet, Anders Aanestad - LEGO, Hilde Fornes - Carat and Fredrik Pettersson - Dagbladet.