Ad Campaign Brief

SMP: Lego builds extraordinary bonds.

IDEA: Lego builds extraordinary bonds that highly unlikely people can communicate and understand each other very well.

TARGET AUDIENCE: A group of family with children that are looking forward to bond and bring their relationship closer together.

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• PRINT ADVERTISEMENT IDEA 1:

Lego helps babies of different races to connect and communicate very well.

Visual: Babies of different races sitting together around a table communicating using lego bricks.

The headline: “LEGO BUILDS EXTRAORDINARY BONDS”

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• PRINT ADVERTISEMENT IDEA 2:

Lego helps aliens and humans to connect and communicate very well.

Visual: A mixture of different aliens and humans sitting together around a table and communicating using lego bricks.

The headline: “LEGO BUILDS EXTRAORDINARY BONDS”

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• PRINT ADVERTISEMENT IDEA 3 (NEWSPAPER)

Visual: The front newspaper sleeve will have our print advertisement as well as The Star newspaper logo.

On the inside, there will advertisement on our ground event and its details. There will also be a section where we advertise our other forms of advertisements such as interactive screen, ambient media and TVC commercial. The last or back page of the newspaper will have our tagline and Lego’s logo to remind people on our SMP and idea behind this whole campaign.

The headline: “LEGO BUILDS EXTRAORDINARY BONDS”

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• TELEVISION COMMERCIAL:

Lego builds extraordinary bonds that it can resolve communication problem between an alien and a human.

Synopsis of TVC: Different types of aliens and humans comes into frame one by one and tries to communicate but they do not understand each other’s language. As more characters appears, the more chaos and noisier the situation become. To resolve the problem, someone bangs a box of lego onto the table catching everyone’s attention. As they explore with the lego pieces, they figured out that they can use Lego as their material to communicate with each other. Peace is achieved as aliens and humans are able to communicate well while a calming and nice melody plays in the background.

End frame: “LEGO BUILDS EXTRAORDINARY BONDS”

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• AMBIENT AD (SHOPPING MALLS):

Lego build extraordinary bonds that different people and aliens can come together.

Visual: A huge cardboard stand will be placed at major shopping malls. The cardboard stand will have visuals of aliens and humans together. There will be cutouts on the human head, so that people can put their head through to take a picture.

The headline: “LEGO BUILDS EXTRAORDINARY BONDS”

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• INTERACTIVE SCREEN:

Lego builds extraordinary bonds that it can resolve communication problem between an alien and a human.

Visual: A billboard will be placed at a shopping mall and bus station. The billboard displays a video of an alien and a human trying to communicate but they do not understand each other. This video keeps playing until the motion sensor in the billboard detects someone walking nearby the billboard.

This will prompt the billboard to produce the sound of a human calling for help from the passerby.

Instructions will then be shown to guide the passerby to drop a piece of lego brick provided under into the billboard through a ‘coin box’ hole on the top. Once the lego piece is dropped, a virtual lego on the screen simultaneously appears as if the lego the passerby dropped became virtual.

The virtual lego piece falls onto the table catching the attention of the alien and the human. They began communicating with the lego bricks and problem is resolved and a headline ‘Lego Build Extraordinary Bonds’ appears. As a reward for the help given, the passerby is able to take a picture with the alien and the human in the screen with the camera installed in the billboard. A picture will instantly be printed out with the passerby in it with the characters on screen as if he/she was in there. They will also be allowed to email a copy of the image to themselves to keep as a memory.

The headline: “LEGO BUILDS EXTRAORDINARY BONDS”

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• GROUND EVENT:

’Lego Extraordinary Bonds Event’ The event will be located at Pavilion, KL. As you enter the entrance, there will be 5 stations of activities, pop up stalls and one main stage filled with activities for the entire event duration.

Everyone who enters the event are given free goodie bags. There will also be station games for those who are interested (in a group of 2 to 3 people) and will be rewarded when they complete all stations.

Visuals: Station 1 (Starting Point): Bonding Belt - In a team (of 2 to 3 people), they will be ‘bonded’ by wearing Lego belts that connects all of them throughout this station game. Each team member are then required to complete 4 table of 2-3 (according to number of team members) simple tasks each (eating a small bowl of Lego chocolates, building a simple Lego structure based on guide given and drawing a simple picture using Lego bricks dipped into paint). Before they start, they will be required to discuss and decided who will be taking on which task (eat, build or draw) and stick to that order for all four tables. With their belts on, they will required to complete all tables together (since they are tied up, so they will have to wait for their team members to complete before proceeding to the next table). They will then be awarded Lego tokens according to the time taken to successfully complete all 4 tables as a team.

Rationale: This activity brings the team together and builds teamwork when all members are tied together with the Lego belt (representing different people bonded by Lego) and when they are required to cheer on and wait for their team mates to complete their part of the tasks before proceeding to repeat at the next table. This activity encourages the team to get close to each other, cooperate and encourage each other while playing the game.

Station 2: Build Within the Time - A screen will show the word of an object or animal and one player’s back will be facing the board so he/she cannot see what is written on the board. His/her partners (1-2 people) will be required to build the ‘word’ shown with the lego pieces provided on the table as fast as possible and get his/her partner to guess it. No sound or any form of actions are allowed except building it out with Lego bricks. They will then be awarded Lego tokens according to the time taken to successfully convey and guess the word.

Rationale: It tests and helps improve communication between the team members when trying to explain and guess the object built using the lego bricks. This will prove that Lego is able to help people successfully communicate by building and non-verbally.

Station 3: Feel and Communicate - The team members (of 2 to 3 people) will all first be blindfolded by wearing alien masks. The table in front of them will then be laid out with 3 lego built objects/structure. They are required to feel the Lego structures with their hands, discuss and guess what it is correctly within one minute while being blindfolded. They will then be awarded with Lego tokens according to the number of correct guesses they made.

Rationale: The members would need to work as a team to communicate and discuss to come to an agreement on what they feel the objects are since all the players will be visually blinded. This would help to prove that lego builds extraordinary bonds by getting the members to understand and click with what is on each other’s mind.

Station 4: Photo Time

- At this station they are able to take a photo for keepsake purposes of the event. Template that

contains alien figures will be used to take the picture so that it seems as if they were taking picture with an alien. The bottom of the picture will also contain the headline ‘’Lego Builds Extraordinary Bond’’. A physical copy of the photo will then be instantly printed out for them for free.

Rationale: This activity brings the fun element into play when they have to pose with an alien in the template. This activity also rewards them with a physical keepsake (photo) of the memories, communication and the bond built during the activity. It shows that lego can build extraordinary bonds by bringing different people or alien into a picture.

Station 5: Redemption Counter

- All the Lego tokens received throughout the game stations will be exchanged for limited edition Lego ‘Extraordinary Bonds’ premiums (8 tokens= Mini Lego set, 6 tokens= Lego thumb-drive, 4 tokens= Lego notebook, 2 tokens=Lego voucher, 1 token= Lego keychain). They will each also receive a free Lego goodie bag containing the limited edition ‘Lego Builds Extraordinary Bonds’ tote bag, event flyers,Legoland discount vouchers, a small Lego minifigure, and Lego chocolates.

Rationale: This is to reward the participants for their effort, hard work and support throughout the entire event. The Legoland discount vouchers provided is to encourage families and friends to have fun and bond over a fun-filled trip.

Main Stage Area - A huge Lego minifigure of a human and an alien will be placed on stage in the middle of the event area. People can go on stage to take a picture with the huge minifigure structure. There will also be fun events such as competitions and activities held at the stage and play areas containing tables with lego bricks for public to play and spend some time with. Besides, there will also be point of display booths selling limited edition Bonding Relationship Lego sets at a promotional price.

Example of competition held: ‘Extraordinary Relationship: You and Alien’ painting competition.

Paint an artwork with the theme ‘Extraordinary Relationship’ in a team of 2 to 3 people. They are to paint only using Lego bricks dipped into paints provided. They are also required to complete the painting within the one hour duration. Every group will be receiving a goodie bag and the top 3 winners will receive free Legoland passes to play and bond together with their family and friends.

Rationale: The huge lego minifigure of the alien and the human ties back to our SMP of extraordinary relationship between highly unlikely people that bonds over Lego.