Campaign plan for lego ting xia

“SHARE CHILDHOOD WITH YOUR CHILDREN” Campaign Plan for Lego

About us • Highlight PR is a dynamic London-based PR agency which established in

1992.

• We spread our wings across the world with offices in New York, Paris,

Beijing, Barcelona, Singapore, etc.

• Specialises in a combination of both new media and traditional PR for kids,

family and lifestyle brands.

• Passionate about the details, strive to exceed expectations and never

compromising on service delivery • Winner of CIPR Consumer Relations Campaign Award in 2013 • PR Week Specialist Consultancy of the Year in 2012

Who we are  Summer Xia, Creative Director  Malcolm Kerr, Digital Account Director

 Derek Smith, Graphic Designer  Natalie Watson, Account Executive

Our clients

About LEGO • The LEGO history began in 1932 in

Denmark as a wooden toys manufacturer.

Imagination

Creativity

Fun

• In 1949, it started to produce

interlocking toy bricks as the founder

Brand Values

Ole Kirk Christansen discovered plastic as the ideal material for toy production.

• Today’s LEGO bricks still fit bricks

from 1958.

• LEGO is now the second largest toy

manufacturer and the No.1 construction toy manufacturer with an 84% share.

Learning

Caring

Quality

The Challenge Brand Genericide

 Many consumers don’t realise that not all bricks are LEGO bricks. They

believe that LEGO is a generic term other than a brand.  A number of copycat toys have been introduced, so some of consumers, particularly parents and gift givers, confuse LEGO bricks with its competitors.  Some of copycats are of a much lesser quality than LEGO  Other construction toys are cheaper than LEGO

How LEGO bricks different from all competitors?

• Emotionally  LEGO is the “heritage” toy which has great sentimental value to parents .  Many parents want to passed on their childhood LEGO bricks to their children.  LEGO is not just a plastic bricks for kids, but also the best childhood memory for many adults

• Functionally  superior quality due to the “clutch power”.  Easy to understand and build for first time builders

INSIGHT: LEGO bricks can last long because of its extremely high quality

Aims • To increase the awareness that LEGO is not a generic

term, but a unique brand. • To distinguish LEGO bricks from other construction toys.

Objectives • To educate consumers that LEGO is a unique “heritage” brand with

superior quality which can last long and accompany them for a lifetime.

• To highlight the sentimental value of LEGO as it can be the shared

childhood memory between generations.

Target audience Primary audience

Secondary audience

Parents of children aged 5-10

Gift Givers

•

25-45 years old, middle class

•

25-60 years old, middle class

•

Have at least one child aged 5-10

•

Want to buy toys for the children of

•

Want to create memories together with their children

• •

their friends or family members

•

Need advice when deciding what to buy

Want to share their own childhood experience with their children

•

Seek some cost-effective options

Have played LEGO bricks in their childhood

•

Want to buy something meaningful

that will impress parents deeply

Key audience persona Charlotte Hudson, 31, London • Housewife, Mother of Katie (7) and Oliver (5)

• Spend most of her time with her children, so seek

various ways to create meaningful memories with them.

• Want to give her children the best she can and willing

to choose the expensive one if it is of good quality when buying toys.

• Social media savvy, has accounts on Twitter, Facebook

and instagram that she checks everyday to keep up

“ My kids always remind me of

with current trends and share the pictures of her

my own childhood. I hope they

children to friends.

can have the happiest

• Follow a number of mommy bloggers and online forums

to learn parenting skills

childhood as me. Lego is one of my favourite toys as a child.”

Key audience persona Bruce Gibson, 42, Edinburgh •

Bank manager, father of Chris (9) and Lily (6)

•

Feel sorry for his children since he doesn’t have enough time to stay with them and seek a way to show his love and care.

•

Want to make every minute with his kids meaningful and memorable.

•

When buying toys, he tends to choose the cheaper one because of the notion that all toys look the same.

“ For children, there is no

•

Prefer toys that the whole family can play together

difference among toys. I would

•

Like reading The telegraph and watch BBC channels.

like to buy toys that can be

•

Has accounts on Twitter and Facebook that he checks

played by adults as well, so our

everyday to keep up with current affairs.

family can create memories together”

Key audience persona George Martin, 45, Cardiff • Communications Engineer • Gift giver, uncle of Louis (10) and Lena (8) • Seek advice from the internet when

purchasing gifts for his nephew and niece.

• Want to be as “an awesome uncle”, so he

looks for something special to show his love to two kids, and also impress their parents.

• give gifts to strengthen the family bond.

“It is really hard to choose a gift for children in my family since they lack for nothing. I’m looking for something special to make me different from other

gift-givers”

Who influence them?

Parenting Website

Holly Willoughby TV presenter 3 children

Mommy Bloggers Celebrity Parents

David & Victoria Beckham

Footballer & Designer 4 children

Sally Whittle

Ben Affleck & Jennifer Garner Actor & Actress 3 children

“Who’s the Mummy” blog Daughter, Flea, 9, a huge LEGO fan

Over 14 thousand followers

Susan K. Mann “Once upon a time …Susan K. Mann” blog Two children aged 5 and 7 Over 7 thousand followers

Key messages

1. Lego bricks is a unique toy which can be passed down from generation to generation due to its superior quality

2. Lego can help you to create the shared childhood memories with

your children

“Share childhood with your children�

Strategy • The strategy emphasises the history and emotional value of Lego.

• The functional value of Lego is also implied in the strategy as Lego can

be passed on because of its quality.

• Use sentimental approach to evoke parents’ childhood memories and

motivate them to share their LEGO experience with their children.

• Interpret LEGO bricks as a bond between generations and a tool to

create the shared memories between parents and children.

Tactic 1: Celebrity Holly Willoughby

 Holly as the campaign ambassador to support all relevant activities  Use her influence to reach more UK parents  Parents who participate in the campaign will have an opportunity to meet with Holly to

share parenting experience.

•

UK mothers' favourite celebrity role model

•

Mother of three

•

Former children's TV presenter

•

She comes across as very grounded and unpretentious, so mothers can easily relate to her.

Tactics 2: Poster We will design two posters to recall parents’ childhood memories and raise awareness that LEGO can link their childhood with their children’s and motivate them to join our social media campaign. These Posters will be distributed through social media as well as tube station billboards.

This one contains two pictures of children playing LEGO in the past and present which shows that LEGO can go beyond time, so it is the shared childhood memories between parents and children

This one use the pictures of Holly’s childhood and her son to inspire parents to associate their childhood with their children’s and generate a feeling that they want to pass on their childhood experience to their children

Tactic 3: Social media

Hashtag: #ShareChildhood Rule:

1. Share pictures of your childhood and your children 2. Nominate a dad/mom to use this hashtag and post their pictures 3. If you share pictures of you and your children playing LEGO in your childhood, you can have opportunity to “meet with Holly�.

Notes: Holly Willoughby will be the first one to use this hashtag and nominate other celebrity parents to participate in to create a ripple effect. Their pictures can generate buzz and attract more participants

Examples

Tactic 4: E-Cards We will create a microsite within LEGO’s official website in which invites parents to upload the picture of their family play LEGO together and use it to make an e-card for their children. They can download and print the card to send it on Children’s Day. All cards will be put into a downloadable photo album as a memorial for the shared LEGO memory between parents and children

Tactic 5: Offline event • • • • •

Family Day at LEGOLAND Windsor Families can participate in a series of activities on the day Some mommy bloggers and their families will be invited and write for the event Key Media will be invited to join and cover the events.

Participants will be families who engage with the social media campaign and visitor families on site

“ The History of LEGO” Exhibition

Families can experience the longlasting vitality of LEGO and parents can renew the sweet childhood experience with LEGO.

LEGO building and design workshop

Parents and kids can learn basic LEGO building and design techniques together to understand how creative and fun it can be.

LEGO building competition

Families can enjoy the time together and create meaningful memories. Holly will attend the event to build bricks with her children and present the prizes to the winners.

Mommy blog posts

Tactic 6: Press releases 1.

Media angle 1: “Top 10 celebrity parents’ childhood pictures” for free

city newspapers, national tabloids, women magazines, parenting magazines and websites.

2.

Media angle 2: “LEGO brings the shared childhood memories for parents and children” (about the whole campaign and mainly focus on the offline event) for all target media.

3.

Media angle 3: “Holly Willoughby builds a brick house with her kids to relive childhood memories” for all target media

Target media

Timeline January

February

March

April

May

June

Posters release Social media campaign

Microsite launch

Family Day at LEGOLAND

Press release 1

Press release 2,3

Evaluation Social media  New followers/likes: 5000  shares/mentions/hashtags: 30.000 Microsite  Webpage clicks: 10.000  Number of e-cards: 2000  Downloads of photo album: 5000 Offline event  Number of participants: 200 Media coverage  Numbers of articles/mentions  Length/ tone(positive/negative/netural)/position(page no/broadcast time)  Pictures  Celebrity endorsement

Budget Costs 16000 14000 12000 10000 8000 6000 4000 2000 0

Costs

Total: ÂŁ 39,000

Thanks for your attention!

Rationale Based on the client’s needs and brand value, I came up with this campaign idea. The aim is to distinguish LEGO from other copycat bricks. The starting point of this campaign is to analyse what make LEGO different from its competitors. I found two main aspects: its superior quality and sentimental value to parents. The two points also have a close connection: LEGO can last long and accompany generation after generation due to its extremely high quality. Hence, I decided to mainly focus on its sentimental value which can be understood as LEGO builds a bridge to connect parents’ childhood with children’s and make LEGO experience the shared childhood memory of parents and children.

I planed the campaign on the basis of this focal point. Firstly, I use posters to evoke parents’ nostalgia of childhood and lead them to associate their childhood with their children’s. The posters also point out that LEGO is exactly a bond or bridge to connect them. Then, the launch of social media campaign causes the larger scale of nostalgia enthusiasm. The nomination approach can cause a ripple effect and reach a wider range of target audience. This tactic is used to generate a big buzz and draw audience’s attention.

In order to engage them more with LEGO, the microsite launches and invites parents to upload the pictures relate to LEGO. The making of e-cards cdelivers a message that LEGO can help parents to create and preserve the shared memories with children. The climax of the campaign is Family Day at LEGOLAND. It provides a further opportunity for families to experience the long-lasting vitality of LEGO and spend quality time together with LEGO. This event also well fits the brand value of LEGO in which parents and children can learn how to play LEGO, understand how creative and fun it is and experience the durability of it.

Lastly, It is worth mentioning that the campaign fully uses the influence of celebrity to reach more audience. After careful consideration, Holly Willoughby is chosen as the ambassador to support the whole campaign. The use of nomination can also attract more celebrities to involve in.