| Title | SANTA'S LITTLE HELPER |
| Brand | LEGO AUSTRALIA |
| Product / Service | LEGO |
| Category | A07. Best Use of Digital Media, Including Social Media, Mobile Phones, PDAs etc. |
| Entrant | UM Sydney, AUSTRALIA |
| Entrant Company: | UM Sydney, AUSTRALIA |
| Media Agency: | UM Sydney, AUSTRALIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Pia Coyle | UM | Investment Manager |
| Lucy Gardiner | UM | Search Manager |
| Caroline Squire | Lego | Regional Marketing Manager ANZ |
| Karen Henderson | Lego | Brand Manager ANZ |
Over 682,000 searches for LEGO or ‘Santa’s Little Helper’. 21,583 clicks generated a click-rate of 3.5%... double the toy-industry average, delivering 20,811 website visitors. Gift-buyers viewed an average 14.8 pages per visit – an extremely sticky result. “Santa’s Little Helper” drove more product page views than any other LEGO related term. (Brand terms are normally the strongest drivers.) 5,263 store searches. 1,170 kids sending e-cards to their parents. 15,000 bricks in-hands through sampling. Sales were up 39% YOY.
At the campaign’s epicentre was a purpose-built local website taking the anguish out of buying toys. Simplifying things, it showed parents the LEGO range by their child’s age group. It also helped them find their nearest retailer, and print a product page to take in store. Never before had such a LEGO service existed in Australia. To get gift-buyers there, we bought a unique search term: “Santa’s Little Helper”. We placed the term front and centre in all advertising: Santa’s Little Helper appeared in cluttered retail, outdoor, print and sampling environments in the Christmas lead-up. A refreshingly simple message, in chaotic places, at a chaotic time. Santa’s Little Helper didn’t stop there. Via product TVC’s, kids were invited online to a fun-filled destination to create LEGO e-cards showcasing their favourite LEGO toys, which they could then send to Mum and Dad, unwittingly aiding the Santa’s Helpers list
To adults, gift-buying for children at Christmas time is a daunting experience. Especially when making the right choice validates them as a good parent, grandparent, auntie or uncle. Add to this the sheer volume of toy advertising pre-Christmas and you quickly turn a daunting experience into a nightmare. Too much choice, a whole lot of pressure, and very little time. Efforts were focused on taking the stress out of choosing a gift, and in doing so positioning LEGO as the Number 1 choice this Christmas. LEGO = Santa’s Little Helper A multifaceted campaign that spoke to kids and adults.