- STRONG BRICK – STRONGER BRAND
LEGO has 60 billion bricks manufactured each year – almost 10 times more than the world’s population! To reach from the Earth to the Moon would only require 40 billion…
In 2015, LEGO was ranked the most powerful brand in the world according to the Brand Finance report. Lego even managed to oust Ferrari thanks to its creativity, innovation, reputation and indestructible link with consumers.
- 80 YEARS OF LEGO HISTORY
The story begins in Billund, a small town in western Denmark. In 1932 the founding father, Ole Kristiendsen, after suffering from consequences of the depression was left unemployed. Being father of 4 children, he managed to support his family through developing wooden toys. In 1949 Kristiendsen established the LEGO company, which he named after the Danish phrase “leg godt”, translating to “play well”. Godtfred, his son, developed and patented the modern LEGO block design in 1958. (Read more)
Built his universe to tell stories: the same recipe across years.
LEGO has drastically evolved over the years through the development of creative and fun toys.
Nevertheless, in the turning point of the 2000’s, the video game revolution left children favouring joysticks.
In 2004 the CEO, Jørgen Vig Knudstorp, restored faith to the LEGO company by re-positioning and constructing credibility. He repaired the desire to build. (Read more)
- THE ATTACK OF LEGO: NEW EPISODE
Valuable reinforcements such as; Batman, Spiderman, Captain America as well as many other well known characters and brands have been licensed by LEGO. (Read more) LEGO collaborated with Warner and Disney to manufacture a universe in the form of bricks and figurines. Star Wars is one of LEGO’s most powerful licenses as it effectively promotes the brand to children as well as adults.
The goal was always to introduce innovative products and to stay relevant.
Through Star Wars’ reputation, LEGO has been able to successfully target both children and adults by using effective campaigning strategies. LEGO Star Wars generated a new target market for adults and Star Wars fanatics. LEGO categorizes the more mature consumers as AFOL’s (Adult Fans of LEGO).
- LEGO STAR WARS’ WEAPONS OF INTEGRATED BRAND PROMOTIONS
Whether in toy stores or in LEGOSTORE a specific arrangement is always set up where Star Wars catches the most attention.
Sensory marketing also features as they tend to make use of various attractive colours.
∇ OUTDOOR SIGNAGE AND BILLBOARDS
When we compare the advertising posters of LEGO and Star Wars, the similarities are clear as day. This displays an effective partnership as well as effective marketing as LEGO are making use of Star Wars’ easily recognizable brand.
In Germany, LEGO advertised using JCDecaux on bus shelter in Berlin. It allows people to take pictures with the heroes of Star Wars in LEGO form. An integrated printer found in the bus shelter allowed people to retrieve their selfies and to tweet or Instagram them with the specific hashtag, #aufderdunklenseite (meaning on the dark side). This is a very original marketing idea, which also benefited Star Wars as it was just before the release of the new film.
∇ INTERNET AND TELEVISION ADVERTISING
LEGO have made attempts to be more visible on the screens that consumers watch. In 2014, LEGO broadcasted an ad on TV, created by Jung Von Matt in Hamburg, which features a man who steps on a LEGO Darth Vader and screams – with the slogan: “The whole strength in small size.” This ad positions LEGO to parents as many have been through the agony of stepping on a toy. This humorous spot promotes new products LEGO STAR WARS. LEGO also has a website which is available for consumers to explore a wide range of all their products, games, videos and much more. (Read more)