PLUS
‘Maxi Milk Carton’ press event
‘Maxi Milk Carton’ press event
Flagship store launch
Following London, New York, Paris and Shanghai, LEGO opened its newest flagship store in Amsterdam. We joined forces with the world-famous brand to direct people’s attention to the opening event.
Various teasers created a huge buzz about the upcoming LEGO store.
CHALLENGE
All eyes on the opening
LEGO announced its first Dutch flagship store, whose theme revolved around interactive playtime experiences based on Dutch culture, icons and innovations. Time to spread the word!
STRATEGY
Building the buzz
Our communications strategy spanned several months of teasers and press releases. One day, we drove two Rembrandt paintings (which were to hang in the store) across the city center.
Just before opening time, 30 lifestyle, kids’ and news media enjoyed an exclusive tour in the store. After the successful opening day, we also invited 25 mommy influencers and their kids for a few hours of private playtime in the store. This resulted in all sorts of LEGO art, photos of kids in LEGO cargo bikes, and a LEGO boat sailing through the Amsterdam canals.
IMPACT
National attention
Many Dutch national news and lifestyle media (NOS, AD, Het Parool, Metro, De Telegraaf, …) picked up the news. Our influencer strategy generated over 1.25 million views.
Other cases
Hasbro (Monopoly)
Integrated campaign: taking Monopoly out on the streets
Integrated campaign: taking Monopoly out on the streets
Nintendo & Sonos
Influencer event Gaming with the Family
Influencer event Gaming with the Family
GO Sharing
Launching a new mobility player
Launching a new mobility player