Connect
Working with Lego on this campaign was to drive traffic to stores in Kuala Lumpur. What better time to run a campaign of this nature than around Christmas? The festive creatives were perfect to draw attention to this fantastic campaign and enhanced by a CTA with a store discount! The strategy was to focus on proximity media in order to increase store footfall around Christmas time. This form of advertising is an effective tool used primarily in retail marketing. Where sales stand to benefit from personalisation and geolocations. We have also chosen both outdoor and indoor media for better targeting. This included large iconic format in Kuala Lumpur consisting of 5x large screens.
Challenge
For this campaign we needed to find iconic/impactful media in proximity to real LEGO Certified Stores (LCS), this was due to the locations being used on the creatives.
Both outdoor and indoor media were selected, and this included one large iconic WOLO screen in Kuala Lumpur. The WOLO screen format is very innovative, as it consists of 5x elements that allows it to play with the creative and make it more impactful. We have also used tailored CTA and location targeting as exact store address was included in the creative.
+13.2%
Growth in sales
+40%
Sales uplift
Evolve
The results for this campaign were impressive to say the least! Overall, for the 2 LCS mentioned throughout the campaigns, there has been a total sales uplift of +40% over the campaign period. Such brand awareness from the OOH sites also improved the overall LEGO Brand recall during the Christmas period. It’s great to see that over the duration of the campaign, for all the 14 LCS stores in Malaysia there was an average growth in sales by +13.2%.
These results only amplify the incredible nature of using iconic OOH sites combined with location-based creatives to bring generate good brand recall and footfall to their stores.