Fatin Filzah Binte Mohamad Azman

Despite being a well-established toy brand worldwide, LEGO saw a need to better penetrate the Indonesian market, particularly families with children aged 6 to 8, through a series of offline events at different parts of Jakarta and a social activation. With a higher price point than many other replicas that exist in the market, the challenge was to quickly increase LEGO's relevance to the audience, particular those with higher disposable income. There was also a need to drive desirability of LEGO products and ultimately, drive sales of LEGO sets to the target audience.

Tapping into three key themes (Art, Gaming and Music) that resonate well with the local audience, we leveraged local insights relevant to these themes to help guide activities as well as ideas that would then be built within the itinerary of all events happening across 3 months. Together with LEGO, we carefully curated a mix of influencers from diverse backgrounds (cities, social strata, interests) whom successfully drove attendance and participation of events across the months.

Online results also saw a highly positive trend. The social campaign saw an impressive engagement rate of 83.54% (industry benchmark for Indonesia fall between 5%-10%) and a staggering 8.57 million impressions across platforms on social media.