This campaign was the first ever partnership between Asda, LS Eleven and a superpower brand. The team pulled out all the stops to deliver a truly magical Christmas activation - including the chance to be featured in Asda's iconic Christmas TV advert. A truly omnichannel campaign that brought the festive magic to Asda shoppers!
40%
Brand uplift in-store
To make sure LEGO® was the go-to toy brand for Asda's family audience at Christmas, by raising awareness of their product range and driving sales during this key seasonal trading period.
This first-of-its-kind partnership required a highly creative – and highly strategic – approach. The team worked closely with LEGO® throughout, ensuring collaboration was at the heart of this campaign.
Not only were we able to build a full omnichannel approach to elevate this partnership to new heights, we also unlocked new channels to amplify in-store and online media that meant we could create a fully immersive experience for Asda shoppers!
We brought the play into "playful" with plenty of opportunities for Asda customers to interact with LEGO® at every stage of their shopper journey. We were also able to leverage new opportunities by linking in with Asda's "Gnome of Christmas" advert campaign - opening up channels such as radio, magazine, and press!
In-store, online and beyond the team delivered a masterclass in retail media – paired with LEGO®’s beautiful and engaging creative, it really delivered the WOW factor for customers, making the brand unmissable.
Not only did the campaign deliver a 40% brand uplift in-store, we also saw a 27% uplift online. Our fully digitised Worksop store saw a huge increase of 76%, showing the power of digital media to enhance the shopper experience in-store.
Online and offsite: from key placements in the Asda magazine to prime spots on Asda radio we made sure that this campaign reached shoppers where they were and created excitement long before that all-important store visit. We also amplified though online media with a fully branded gifting hub an expandable billboard.
In store: exterior store projections for impact, along with branded foyer arches and security arches to welcome shoppers. The real show stopper in this campaign was the retailtainment – an immersive experience where families could sample LEGO®’s range and have a go at building their own (which was a big hit kids and grown ups alike!)
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