Lego has kicked off a multi-platform push for its Duplo range of blocks, marking its first-ever locally produced campaign from the iconic brand.
The new campaign, 'Big Lego Bricks for
Little Hands', will run across television, out-of-home, print,
digital, mobile and in-store. It has been created by IPG-owned
creative agency Airborne, in collaboration with UM, Reprise Media, and
Havas-owned PR shop One Green Bean.
It will support the product's
global positioning of "so many ways to play", and is the
first time locally developed executions have been used to promote the
brand.
Lego Australia and New Zealand director of marketing Caroline Squire said: "Being a global brand, we need to ensure that we deliver a product range, campaign elements, creativity and messaging that resonate and engage with Australian and New Zealand families of preschoolers.
"Airborne has been a true partner of our business with this project – their creativity, passion for the brand and unrelenting focus to deliver on our objectives has resulted in an amazing local campaign for us. We work as a team and this campaign has also been boosted by extensive collaboration from UM and One Green Bean.”
Airborne managing director Scott Player said he had "high hopes" for the impact the new campaign will have on the Duplo brand.
Mediabrands' executive chairman Henry Tajer said it was an example of the full-service model working as its best: "The new campaign has been a major undertaking, but with such high degrees of collaboration by all the communications skill sets, taking the campaign to market will focus on results for LEGO Australia and not be distracted by inter-agency logistics."
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