Campaign details
Brand: LEGO DotsBrand owner: The LEGO GroupAgency: Initiative ChinaMarket: China (Mainland)Sector: Toys, gamesMedia channels: Content marketing, Mobile & apps, Outdoor, out-of-home, Social media, Televison, Video on demand, Websites & micrositesBudget: 500k - 1 million
Executive summary
In trying to become a brand that is relevant to girls, who saw LEGO as a brand for boys, LEGO launched DOTS, a completely new product specially designed for girls to express themselves through their passions and creativity. Our goal was to help LEGO successfully launch DOTS in...