Results and Effectiveness

1. Sales increased by an amazing 58.2% during the campaign compared to the same period in 2010 a. Successfully extending DUPLO sales even beyond the festive period. b. We effectively opened up a new target audience that DUPLO can continue the message to. 2. High engagement from targets: a. High engagement: 42.91 seconds average viewing time of video, one of the highest achieved on Google mobile display network. On the same platform, 64% launched a video to view the ad. b. 10.65% of users clicked on the “Learn More” button to obtain more information.

Creative Execution

To reach parents at work and during their commute, we delivered content to their notebooks and smart-phones. • We launched with engagement video ads on the MSN portal, enhanced by targeted content from parenting site Motherhood and behavioural targeting focused on parents with young children. • We did not think straight or expandable ads would cut through. We worked with partners to create interactive banners with embedded video and downloads to engage busy parents by temporarily suspending their imagination. Our creative platform became a mini-site for parents to find out more about the product without having to leave the content they were visiting. With these mini-sites, we helped DUPLO push out interesting product information regarding child development and, most importantly, inspirations to have fun with their kids at home. To capitalise on the mobile audience and their downtime during commute, we extended reach to their smart-phones through Google mobile network.

Insights, Strategy and the Idea

The challenge is to increase DUPLO sales and raise awareness of LEGO DUPLO mantra of “It is not just about play, it is about engaging active imagination that helps children to develop important motor, creative and problem solving skills.” Almost all toy advertising is directed at children. We targeted the almost untapped but crucial audience – the parents. Our insight was that no matter how busy parents are, their thoughts often drift to their children during moments free time. Today’s parents are very mobile and digitally engaged they are constantly engaged with the tools of their trade: notebooks, ipads and smart-phones. These same devices also store precious pictures of their children. At work, parents are bombarded by ads for business, retail and travel brands. We decided to reach them in the same venue but in an unexpected way, leveraging their time on personal devices to make a DUPLO connection.