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Building Norway brick by brick
In its new anniversary campaign, LEGO triggers the building enthusiasm of Norwegian children and adults.
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| Marketing Manager in Lego Norway, Anders Aanestad. |
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| Planner and media advisor at Dinamo, Pål Drage. |
"Join us in building the country!" is a celebration of the fact that LEGO Norway is 50 years old. Through a campaign in Dagbladet's channels in September and October, LEGO enthusiasts young and old were encouraged to help build Norway in LEGO
LEGO nostalgia
- The campaign idea itself plays on the nostalgic relationship we as parents have with LEGO today. We may not recognize all the new LEGO variants, but we all have a relationship with the classic bricks. For us, the campaign is about bringing back the basic LEGO feeling. We want to give Norwegians a good opportunity to dig into their bricks and create something unique that represents Norway to them," says Anders Aanestad, Marketing Manager at LEGO Norway.
Norwegians are world champions in LEGO
More than 1,000 people have so far submitted contributions to "Join us in building the country" by uploading their LEGO image.
- We have received fantastic versions of houses, schools, mountains and much more. The competition shows a lot of creativity, imagination and, not least, great enthusiasm. LEGO has a unique position in Norway. We actually have the highest per capita share of LEGO in the world. Over 47 percent of all children in Norway between the ages of 0 and 14 receive a LEGO box in the course of a year," says Aanestad.
On large surfaces
Dinamo was responsible for the media strategy and design of the campaign.
- "We are very proud of this campaign for LEGO, and we feel that Dagbladet has been very accommodating and flexible in order to achieve non-traditional use of the advertising surfaces. In this campaign, we have, among other things, used streetfold, where we involved through the use of mobile in the actual reading situation and we have used dominant surfaces on the web and mobile as reinforcing elements, says planner and media advisor Pål Drage in Dinamo.
Keep celebrating
November 2-4 marks the end of the campaign, and it's time for a large-scale LEGO party in Telenor Arena. All LEGO enthusiasts are welcome to build a more than 65 meter long map of Norway with 5 million LEGO bricks.
- We're really looking forward to gathering so many LEGO enthusiasts in one place and are excited about the results," concludes Aanestad.
