Online Advertising Creativity: Rich Media: Single Execution: LiquidThread; LEGO DUPLO, "DUPLO Homepage"
LEGO DUPLO, "DUPLO Homepage"
RICH MEDIA: SINGLE EXECUTION
LEGO wanted to introduce parents to LEGO DUPLO - a line that helps 18-month- to 5-year-olds with cognitive development and creativity. It knew it had to convince parents and grandparents of two things: that the line would spark pure joy in their child's eyes, and that it would help educate and develop problem-solving skills. The company therefore relied on Liquid-Thread to create an experience that highlighted the creativity and intellectual development that DUPLO could build. As a result, LEGO had double-digit significant increases against key objectives, including: "Helps develop my child's creativity skills;" "Offers endless opportunities for my child's imagination;" and "Is a toy my child will not quickly outgrow." LEGO also saw increases in brand purchase intent, awareness and favorability.