Media > Product & Service

THE WORLD'S FIRST ALL-LEGO AD BREAK

PHD, London / WARNER BROS / 2014

Awards:

Gold Cannes Lions
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Overview

Credits

Overview

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The 5% incremental box office revenue driven by the LEGO ad break equated to £829,000 –from a break which was broadcast only once.

Effectiveness

6 million people saw the LEGO break live on TV, and social media went into meltdown, leading to an additional 1 million seeking it out on YouTube.

Post-launch tracking indicated that the ad break influenced an incremental 5% of the opening week’s box office revenue, resulting in a Return on Marketing Investment of £5.96 for every £1 Warner Bros. spent.

And international market research company YouGov, described it as the best performing ad break they’ve ever measured with ‘enjoyment’ scores for the break outperforming the industry average by 14%.

Execution

We approached and secured four LEGO-friendly brands – the British Heart Foundation (BHF), British Telecom, Confused.com (an insurance aggregator) and Premier Inn hotels - and remade the familiar TV ads they had on air at the time in LEGO, interspersing the break with imagery of the movie’s characters and ending it with a trailer.

(N.B. Such was the appeal of this unprecedented idea that these four brands paid their own production and media costs to ensure they could be part of it. Warner Bros. did not pay for anything other than their own media costs.)

Managing the combination of four different brands whose original ads were created by four different ad agencies and bought by three media agencies, we sourced production companies to recreate the ads in LEGO and coordinated all of this into a single 3½ minute break, supporting it with a full PR launch and social media strategy.

Strategy

To hit its UK box office targets, The LEGO Movie, needed to get adults who could easily dismiss it a ‘kids film about toys’ to go and see it.

We did this by creating a media solution which would rekindle childhood memories of the magic of the brand and unlock their inner child by joyously turning part of their recognisably ‘grown-up’world into LEGO.

So, for a movie in which the whole world is made of LEGO, we replicated that experience for viewers of the UK’s most-watched weekend family TV show, Dancing on Ice, and rebuilt a ‘normal’ ad break - brick by brick – in LEGO, surprising and delighting both adults and kids at the same time.

It was an epic and unprecedented idea – The world’s first all-LEGO ad break.

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