Imagine a world where creativity knows no bounds, and even the most ordinary objects can be transformed into extraordinary creations. That’s exactly what Lego set out to do with its revolutionary “Rebuild the World” campaign launched in 2019. But here’s the kicker – this wasn’t just another marketing ploy. It was a bold statement that would redefine the brand’s identity and captivate audiences worldwide!
Did you know that Lego produces a mind-boggling 36 billion pieces every year? That’s enough to circle the Earth 5 times! Yet, in an age of digital distractions, how does a 90-year-old toy company stay relevant? The answer lies in this ingenious campaign that not only showcased Lego’s timeless appeal but also its ability to adapt and inspire in the 21st century.
In this comprehensive case study, we’ll dissect the inner workings of Lego’s “Rebuild the World” campaign, exploring its conception, execution, and the lasting impact it’s had on the brand’s perception and bottom line. Get ready to dive into a world where imagination reigns supreme and marketing meets pure creative genius!
The Genesis of “Rebuild the World”: Lego’s Strategic Vision
Before we dive into the campaign itself, let’s set the scene. In the years leading up to 2019, Lego faced a challenging landscape. While still beloved by millions, the brand was grappling with the rise of digital entertainment and changing play patterns among children. The toy industry was evolving rapidly, and Lego needed to prove its relevance in a world of screens and instant gratification.
Lego’s market position was strong, but not unassailable. The company had experienced a slump in 2017, with a 8% decline in revenue – its first drop in 13 years. It was clear that a fresh approach was needed to reinvigorate the brand and connect with new generations of builders.
Enter “Rebuild the World.” This campaign wasn’t just about selling more bricks; it was a strategic move to reposition Lego as more than just a toy company. The objectives were clear:
- Showcase Lego’s role in fostering creativity and problem-solving skills
- Appeal to a broader audience, including adults and older children
- Demonstrate Lego’s relevance in addressing real-world challenges
- Increase brand value and emotional connection with consumers
To bring this vision to life, Lego partnered with creative powerhouse BETC Paris, known for their innovative campaigns. The collaboration between Lego’s internal teams and BETC resulted in a campaign that would push the boundaries of what people expected from the brand.
Campaign Elements: A Multi-Faceted Approach to Brand Storytelling
The “Rebuild the World” campaign was a masterclass in integrated marketing communications. Let’s break down the key elements:
The Flagship Video Advertisement
At the heart of the campaign was a show-stopping video advertisement that turned heads and dropped jaws. Picture this: a hunter chasing a rabbit, but wait – the hunter’s bow is made of Lego, and the rabbit… is half bunny, half duck! As the chase unfolds, we’re treated to a surreal world where everything is possible, and nothing is quite as it seems.
The ad brilliantly showcased Lego’s versatility, with objects and characters transforming in unexpected ways. A cactus becomes a firefighting truck, a snake turns into a bridge, and a knight rides a giant fish instead of a horse. Each scene was a visual feast, demonstrating how Lego can be used to reimagine and rebuild our world.
Out-of-Home Installations and Interactive Experiences
Lego didn’t stop at the screen. They took their message to the streets with jaw-dropping out-of-home installations. In major cities around the world, larger-than-life Lego creations appeared overnight, transforming everyday objects into works of art. A fire hydrant became a giant robot, a park bench turned into a rocket ship, and a crosswalk morphed into a keyboard.
These installations weren’t just for show – they were interactive. Passersby were encouraged to add their own Lego creations, turning the whole experience into a collaborative artwork. It was a stroke of genius that brought the campaign’s message to life in a tangible, unforgettable way.
Digital and Social Media Components
In the digital realm, Lego went all out. They launched the #RebuildTheWorld hashtag, encouraging fans to share their own creative builds on social media. The response was overwhelming, with millions of posts flooding Instagram, TikTok, and Twitter.
Lego also partnered with influencers across various fields – not just toy reviewers, but artists, engineers, and even environmental activists. These collaborations resulted in a series of videos and posts that showcased how Lego could be used to prototype solutions to real-world problems, from sustainable architecture to assistive devices for people with disabilities.
In-store Activations and Product Tie-ins
The campaign seamlessly integrated with Lego’s retail strategy. Stores were transformed into creative hubs, with interactive displays and building challenges that brought the “Rebuild the World” concept to life. Limited edition sets were released, featuring unconventional builds that encouraged thinking outside the box.
Creative Execution: Bringing Imagination to Life
The genius of “Rebuild the World” lay in its creative execution. Here’s what made it stand out:
Surrealism and Unexpected Scenarios
By embracing surrealism, Lego broke free from the constraints of reality. This approach not only captured attention but also perfectly illustrated the limitless potential of creativity. The juxtaposition of familiar objects in unfamiliar contexts (like a banker crossing a crocodile-infested river on a keyboard bridge) was both humorous and thought-provoking.
Real-World Issues and Problem-Solving
While whimsical, the campaign didn’t shy away from real-world issues. It subtly addressed themes like environmental conservation, urban planning, and technological innovation. This added depth to the campaign, showing that Lego wasn’t just about play, but about inspiring solutions to global challenges.
Balancing Nostalgia with Modernity
“Rebuild the World” struck a delicate balance between nostalgia and modernity. It evoked the timeless joy of building with Lego while presenting the brand as a tool for future innovation. This dual appeal helped Lego connect with both children and adults, expanding its target audience.
The Role of Humor and Whimsy
Throughout the campaign, humor played a crucial role. The absurd scenarios and playful transformations kept viewers engaged and entertained. This light-hearted approach made the campaign’s message more digestible and shareable, contributing to its viral success.
Marketing Channels and Media Strategy
Lego left no stone unturned in its media strategy:
- TV and Cinema: The main video advertisement was aired during prime time slots and before family-friendly movies, ensuring maximum visibility.
- Digital Platforms: YouTube pre-rolls, sponsored content on Instagram and Facebook, and a strong presence on TikTok helped reach younger audiences.
- Outdoor Advertising: Beyond the interactive installations, Lego used billboards and public transport ads to maintain visibility in urban environments.
- PR and Earned Media: The campaign’s innovative approach garnered significant media coverage, from news features to design and marketing industry publications.
Measuring Success: Key Performance Indicators and Campaign Results
The success of “Rebuild the World” was nothing short of spectacular:
- Brand Perception: Surveys showed a significant increase in brand affinity, with more people viewing Lego as innovative and relevant to modern life.
- Social Media Engagement: The campaign generated over 100 million views across platforms, with the #RebuildTheWorld hashtag used in millions of posts.
- Sales Impact: Lego reported a 5% increase in consumer sales in the year following the campaign launch, bucking industry trends.
- Awards: The campaign won numerous accolades, including multiple Cannes Lions awards for creativity and effectiveness.
Lessons Learned: What Marketers Can Take Away from Lego’s Success
- Emotional Storytelling Wins: By tapping into universal themes of creativity and problem-solving, Lego created an emotional connection with its audience.
- Think Beyond the Product: The campaign wasn’t about selling specific Lego sets, but about selling an idea and a way of thinking.
- Integrate Online and Offline Experiences: The seamless blend of digital, physical, and in-store elements created a cohesive brand experience.
- Encourage User Participation: By inviting audiences to contribute their own creations, Lego turned customers into brand ambassadors.
The Long-Term Impact: How “Rebuild the World” Shaped Lego’s Future
The “Rebuild the World” campaign wasn’t a one-off success; it has continued to evolve and influence Lego’s strategy in the years since its launch:
- Product Development: Lego has introduced more open-ended sets that encourage creative building, aligning with the campaign’s ethos.
- Sustainability Focus: Inspired by the campaign’s themes, Lego has doubled down on its sustainability efforts, pledging to make all bricks from sustainable materials by 2030.
- Educational Initiatives: Lego has expanded its educational programs, positioning its products as tools for developing 21st-century skills like critical thinking and creativity.
As we look to 2024, the impact of “Rebuild the World” continues to resonate. Lego has successfully repositioned itself not just as a toy company, but as a brand that inspires creativity, problem-solving, and positive change in the world.
Conclusion
Lego’s “Rebuild the World” campaign wasn’t just about selling more bricks – it was a masterclass in brand reinvention and creative marketing. By tapping into the universal power of imagination and problem-solving, Lego managed to reposition itself as more than just a toy company, but as a catalyst for positive change in the world.
The campaign’s success proves that even well-established brands can breathe new life into their image with the right combination of creativity, strategy, and emotional resonance. As marketers, we can all take a page from Lego’s playbook: dare to think differently, embrace the unexpected, and never underestimate the power of a strong, purpose-driven message.
So, the next time you’re faced with a marketing challenge, ask yourself: How can I rebuild my world? The answer might just lead to your next breakthrough campaign!
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