MyToys.de is one of Germany’s largest online toy stores. The task was to advertise LEGO, one of the company’s leading products, with an innovative poster campaign.

We created an interactive direct campaign that was as playful as LEGO itself. Therefore we utilized QR Codes, which are increasingly popular in Germany. They are able to encrypt all kinds of information, including web-links. Three-dimensional and colourful QR Codes were built by hand - using real LEGO bricks! Curious passers-by could crack a LEGO Code, simply by taking a picture with the QR Reader of their cell phone. The decoded message suggested one of many imaginative possibilities that could be built with the LEGO bricks used in the code that people were standing in front of!

The LEGO codes were linked to success. Online tracking showed that 49% of all online visitors at the LEGO Sites from myToys were achieved through our campaign. And compared to the non-advertised LEGO products from myToys, the LEGO brick boxes were sold twice as much! Our campaign aroused people’s playfulness and opened their minds to the imaginative world of LEGO.