Iris Case Studies LEGO's Innovative IoT Strategy: Rebuilding Singapore's Memories

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	LEGO's Innovative IoT Strategy: Rebuilding Singapore's Memories Iris

LEGO's Innovative IoT Strategy: Rebuilding Singapore's Memories

Iris

Applicable Industries	Cities & Municipalities
Use Cases	Smart City Operations
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Applicable Industries

Cities & Municipalities

Use Cases

Smart City Operations

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.

About 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.

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.

Impact #1	The campaign was a resounding success, not only in terms of the quantitative benefits achieved but also in terms of the qualitative impact it had. It allowed LEGO to engage with the local community in a meaningful way, fostering a sense of nostalgia and national pride. The campaign also provided a platform for the younger generation to express their vision for the future, bringing families closer together. It showcased LEGO's commitment to fostering creativity and imagination in children, reinforcing the brand's image and values. The campaign's success also demonstrated the effectiveness of LEGO's innovative marketing strategies, setting a benchmark for future campaigns.

Impact #1

The campaign was a resounding success, not only in terms of the quantitative benefits achieved but also in terms of the qualitative impact it had. It allowed LEGO to engage with the local community in a meaningful way, fostering a sense of nostalgia and national pride. The campaign also provided a platform for the younger generation to express their vision for the future, bringing families closer together. It showcased LEGO's commitment to fostering creativity and imagination in children, reinforcing the brand's image and values. The campaign's success also demonstrated the effectiveness of LEGO's innovative marketing strategies, setting a benchmark for future campaigns.

Benefit #1	Achieved highest sales ever recorded in Singapore
Benefit #2	Generated 2 million in PR coverage
Benefit #3	Received 500,000 video views

Benefit #1

Achieved highest sales ever recorded in Singapore

Benefit #2

Generated 2 million in PR coverage

Benefit #3

Received 500,000 video views

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Overview

LEGO's Innovative IoT Strategy: Rebuilding Singapore's Memories

Operational Impact

Quantitative Benefit