Award Category
Durable Consumer Goods

UM Sydney

Lego Australia


LEGO wanted to localise the appeal of the brand in the Australian market with the release of its Sydney Skyline set. It was to be a 100% Australia-centric campaign prior to Australia Day. Analysis revealed social posts with specific Australian icons received on average three times as many likes, shares and comments from Aussies than globally famous ones. The idea was to fuel local pride with LEGO by inspiring locals to build and share their favourite Australian icons to drive 10% social engagement 10% and +50% total LEGO Architecture sales.


UM Sydney created a social campaign to surface and immortalise uniquely Australian icons in LEGO. It shared fan submissions to keep motivation high, with a particular focus on celebrating unique and novel icon builds.

Starting with owned channels, UM rallied LEGO’s biggest fans via LEGO Life with the competition. The campaign was expanded to the public by tapping into rising micro-how-to content trends on Facebook and Instagram. LEGO’s master builder helped create eight stop-motion build instructions of famous Aussie Icons, amassing more than one million views. Influencers were engaged to share on their channels, and targeted retail companion ads drove awareness of the Sydney Skyline set.


With a budget of $100,000, and only three weeks in market, sales expectations of the Sydney Skyline set exceeded, and total sales increased. Over 8.3 million Aussies were reached, with a 20.36 engagement score, more than three times industry standard. There were 62 pieces of unpaid editorial and a 92.31% PR impact score. 500+ builds were shared in three weeks.

Judges Comments

The judges were impressed by the integration of owned and earned media in this clear, specific and driven campaign. This ‘cool’ brand mixed data and emotion together.