| Title | POWER MINERS VS ROCK MONSTERS |
| Brand | LEGO SINGAPORE |
| Product / Service | TOYS |
| Category | A07. Best Use of The Internet/New Media, Including Mobile Phones, PDAs etc. |
| Entrant | INITIATIVE Singapore, SINGAPORE |
| Entrant Company: | INITIATIVE Singapore, SINGAPORE |
| Media Agency: | INITIATIVE Singapore, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Stella Jamie Lui | Initiative | Brand Leader/Business Director |
| Teng Zoon Fah | Initiative | Communications Manager |
| Goldie Ng | Initiative | Communications Executive |
| Linda Ng | Initiative | Senior Executive |
This campaign achieved an ROI of 435%. Value was achieved through interactive elements that resulted in kids’ active advocacy of Power Miners theme. Results: 1. High awareness a. 3,809 clicks to LEGO official site from paid display ads. b. Extra unpaid 1,779 voluntary clicks to site from Habbos seeking more information. c. 76,872 pageviews of Power Miners content. 2. High active interaction a. 4,204 Habbos joined quests 3. True advocacy among kids: a. Active discussions on forums b. Habbos donning Power Miners clothes in their profile c. 30,315 downloads of Power Miners materials
We sought for a medium that kids relate to and resonated well with the LEGO brand. Our interactive platform partner was Habbo Hotel, a social site built against a backdrop of a virtual world where Habbos interact and engage in common interests. Topline awareness was achieved through display ads in Kids network sites and Habbo Hotel pages. To build viral and true advocacy, participative imagination was weaved into every campaign element. Habbo Hotel was literally besieged by Power Miners theme. Quests were activated and special rooms were created to bring story elements to life. To win, Habbos must interact with peers and Habbo Hotel characters to unearth clues. Further brand engagement involved: 1. Wallpaper/sticker downloads 2. PowerMiner branded clothes for Habbos 3. Exclusive badges 4. Video downloads
Lego was launching a new theme - Power Miners, targeted at boys aged 7-12. The challenge was two-fold: 1. Build awareness of Power Miners 2. Bring story elements to live Our target audience is technologically oriented and does not like to be told what to play by authority figures. They prefer to form opinions by themselves and are influenced by others in their peer group. With this understanding, we created an interactive digital platform that allows kids to explore and unearth the Power Miners story, form their opinions and share their experiences freely with peers.