Award Category




Everything is in fact awesome when it comes to the Lego brand, with its marketing team being named best of the bunch. Lego has had a stellar few years globally, with it being able to create what was heralded as native advertising at the greatest scale with its a feature film in 2014, but on Australian shores the brand has been striving to keep that strong momentum going. While it can be said that Lego is in most households in Australia, the brand needed a way to remain top of mind at Christmas time and it, along with its agency partners, thought what better way to be considered at Christmas than to be at the top of the tree. So the brand launched
its 'Make Lego the star of Christmas' campaign, which aimed to tap into the insight that while the star is the ultimate symbol of Christmas, it is often the least personalised decoration on the tree. The push centred around getting children to use Lego to make their family's star for the Christmas tree. Another component centred around encouraging kids to take photos of their stars and send them in to Lego to be featured on its social platforms. This campaign was a resounding success, with the brand seeing a 287% jump in social media engagement year-on-year and it also saw the brand record an 18.8% lift in sales during the Christmas period. This campaign builds the brand's overarching strategy of getting families to create things together. Over the past few years it's been paying off. In three
years Lego has experienced rapid growth in sales and brand equity, going from the number three toy brand to number one. While some of this growth can be attributed to global efforts, locally the marketing team's push to move away from creating solely retail-driven marketing towards a more experiential lead approach is paying dividends. Lego ANZ has built upon this strong foundation with game-changing marketing that has been adopted as best practice globally and has led to Australia being ranked as the second most profitable market in the Lego Group.

Judges Comments

“Judges were impressed with the number of initiatives to inspire the team, bringing them on the journey. The message is clear; working harmoniously delivers amazing output. “