LEGO's Innovative IoT Strategy: Rebuilding Singapore's Memories
Applicable Industries
- Cities & Municipalities
Use Cases
- Smart City Operations
About The Customer
The customer in this case study is LEGO, a Danish company that is renowned worldwide for its interlocking toy bricks. LEGO has a rich history and has been a part of children's lives for over 80 years, encouraging creativity and imagination through play. The company is known for its innovative marketing strategies and its commitment to fostering a love for building and learning in children. In this campaign, LEGO aimed to engage the local community in Singapore, marking the city's jubilee with a unique and impactful campaign that reflected on the city's growth and envisioned its future.
The Challenge
In celebration of Singapore's jubilee, LEGO sought to create a unique and engaging campaign that would not only reflect on the city's growth but also resonate with the local community. The challenge was to devise a strategy that would allow LEGO to tap into the nostalgia and national pride associated with the jubilee, while also promoting their brand and products. The company wanted to involve the younger generation in this process, to see their vision of the city's future and to bring families closer together. The campaign needed to be innovative, engaging, and impactful to achieve the desired results.
The Solution
LEGO came up with an innovative content creation strategy that involved six-year-old children in rebuilding a futuristic vision of Singapore using LEGO. The children were encouraged to replace skyscrapers with parks and offices with homes, creating a dream city to grow up in. This approach not only allowed LEGO to tap into the nostalgia associated with the jubilee but also provided a platform for the younger generation to express their vision for the future. The campaign was promoted through various channels, including PR and social media, and involved the release of nostalgic mini-builds. The campaign was ranked as the number one SG50 campaign by PR Week.
Operational Impact
Quantitative Benefit
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