Lego Technic—the company's product line of mechanically oriented products for more advanced builders—launched its first live brand experience in China last weekend as part of a broader integrated PR and social campaign designed to build awareness for Technic in an important market for the brand.
Taking place at Indigo, a mall in Beijing, the activation brought to life Technic’s “Build for Real” ethos and mechanical nature by way of a “function lab”. The objective of the Lab was to showcase the brand’s functional systems with a variety of interactive challenges inspired by mechanical engineering.
These included a crash test challenge for the “Whack and Bash” product series; a parking challenge for the All-Terrain Tow Truck; a mechanical motor wall-building test for the Rough Terrain Crane; and a working engine of the Bugatti Chiron hero product—a showcase of a functioning motorised Chiron engine brought to life entirely by Lego Technic pieces.
“We wanted the first live experience we created in China to reveal the depth of LEGO to this market,” said Lili Rui, brand marketing manager, China, Lego. “Technic offers an opportunity to explore and discover and we’re delighted that this experience truly captures that and brings it to life.”
The agency responsible for the project, Jack Morton Worldwide, faced the challenge of creating a brand experience that would attract a wider audience, given that Technic is quite a niche franchise.
“The experience was designed to highlight the authenticity of the Lego Technic franchise, creating simple yet engaging interactions using the functions within the products themselves,” said Amy Huang, account manager, Jack Morton Worldwide.
“This enabled consumers to experience first-hand how the mechanical systems created by Lego Technic make authentic machines, with real functions that can overcome challenges.”
Prior to the activation, Lego produced a viral video that told the story of a young man creating all kinds of authentic machines and products in his “function lab”.
“The video showed him using these machines to complete different tasks such as to propose to his girlfriend, hold his keys, or feed the cat. Consumers were then invited to see a function lab in real life, at the Technic brand experience,” said Huang.
This not only helped to generate hype for the activation, but also build on Technic’s “authentic” image by engaging followers with building experiences.