For Jen Spiers, chief inventive officer at Droga5 Dublin, there was a stability to strike between delivering a message to adults and fascinating youngsters.
“Sure, deliberate beats inside the story itself have been designed to indicate how collaboration is best. That’s why we included scenes just like the workplace dance scene,” she mentioned. “For teenagers, there’s loads of enjoyable too – floating scorching canine and journey. There’s a severe message to land, in order that by the point we get to the vacation season, there’s worth inbuilt round how vital Lego play is to youngsters and their mother and father.”
The Lego Insider scoop
In August 2023, the 91-year-old enterprise made adjustments to its loyalty program, Lego VIP, rebranding it to Lego Insiders. Clients can earn rewards and redeem factors towards purchases through the free membership initiative, take part in interactive competitions and entry unique merch.
“Play is Your Superpower” will incorporate Lego Insiders perks, mentioned Taylor.
“Most of our campaigns sooner or later will, to be trustworthy. We would like individuals to affix the membership. That might be an growing objective of our advertising and marketing,” she continued.
With Gen Alpha in thoughts, Lego has been advancing with a method that blends its conventional bodily product with digital innovation, gleaning first-party information and opening up recent income streams within the course of.
Final 12 months, Taylor’s predecessor, Remi Marcelli, was enlisted as SVP of Lego’s gaming and metaverse experiences. The enterprise introduced quickly after it was gearing as much as launch a hotly anticipated kid-friendly metaverse undertaking with Fortnite proprietor Epic Video games.
Although that undertaking remains to be very a lot within the works, Taylor believes there’s some “synergy” between the messaging of the newest world marketing campaign and Lego’s foray into Net 3.
“This message [about the power of play] pertains to all our initiatives in some kind as a result of it’s a Masterbrand story,” she asserted. “All the pieces we do is about making the play the hero within the story we wish to inform, so it’s a straightforward connection to make.”
