Byravee Iyer
Aug 6, 2013

Lego launches local positioning in Australia and NZ targeting preschoolers

SYDNEY - Lego and IPG Mediabrands’ creative agency Airborne have teamed up for a promotion that is touted as toy company’s largest creative campaign in Australia and New Zealand for its Duplo brand.

Duplo targets children between 18 months and 4 years of age, and the campaign is positioned as ‘Big Lego bricks for little hands’ supporting the global positioning of ‘So many ways to play’. 

The local positioning was a result of a research commissioned by Lego Australia in 2012. This is the first time locally developed creative executions have been used to support the communication of the preschool brand.

As part of this, Airborne has produced three 30-second TVCs, three 15-second versions and a 60-second in store clip to lead the campaign, which also runs across out-of-home, press, digital, search, mobile and in-store. The undeniably adorable videos show preschoolers playing with their Lego bricks.

Airborne has collaborated with fellow IPG Mediabrands agencies UM, search/social agency Reprise Media and Havas networked PR and social agency One Green Bean to drive the campaign into multiple channels to reach parents and families of preschoolers.

“The Lego Duplo brand is an important foundation of our core business here in Australia," said Caroline Squire, director of marketing, Lego Australia and New Zealand. "Being a global brand, we need to ensure that we deliver a product range, campaign elements, creativity and messaging that resonate and engage with Australian and New Zealand families of preschoolers.” 

“This is a huge push that is also designed with flexibility to optimise aspects of the campaign as it unfolds and results start to come in,” said Scott Player, MD, Airborne.


Client: Lego
Agency: Airborne
Creative Director: Kristy Player
Creative Strategy/Copywriting: Andrew Sidwell
Art Direction/Design: Kristy Player, Gillian Moran, Carrie Voldengen, Ashleigh Iorfino.
Account Director: Rowena Vas
Group Account Director: Harry Preston
Managing Director: Scott Player
Production/Post-production: Brightworks - Cameron D’Arcy & Stef Puskar
Media: UM Sydney
PR: One Green Bean  

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