The Campaign

‘Enter Knighton’ is an experiential in-store installation that brought our target audience of kids into the virtual reality world of Knighton, introducing them to a new way to play. It comprises two parts: a VR Standee and a Power Up Portal. The Power Up Portal is a gaming portal that utilizes a motion-tracking camera to allow kids to try their hand at slaying monsters. After working through 3 levels of game play, they earn a shield that can be captured and saved in the Merlok 2.0 game mobile app. This gave them greater affinity for the LEGO Nexo Knights and ensured longevity for both the game and toy.

Creative Execution

The seamless gaming experience on the Power Up Portal was achieved a motion tracking camera and specially designed shield and wand controllers, each kid could select and then control a character inside the game. This game installation showcases a full 3D world, featuring the 5 LEGO Nexo Knights, an army of lava monsters, the evil Jestro and his general Burnzie. Built from scratch, the in-game models are provided with all the details we know from the real toys. The result is a responsive game that provided 90s seconds of high-energy engagement without a hitch. To date, this work has been released in 150 Toys “R” Us and LEGO concept stores across Asia Pacific.

‘Enter Knighton’ was placed in 150 Toys “R” Us and LEGO concept stores across Asia Pacific. In Southeast Asia, Nexo Knights has exceeded targeted sales expectations by 14%. It even managed to achieve an 8% sales share of LEGO, double launch performance results of the previously launched Ninjago franchise. Within its first two months of launch, it logged a total of 25,000 interactions in stores. Stores also reported an average incremental sales increase of 50%. In addition, a study between two stores in Malaysia revealed that the store with the ‘Enter Knighton’ installation had 60% more Nexo Knights sales than the store which did not have the set installed. At the Malaysia launch event, ‘Enter Knighton’ was the station with the longest queues. It was wildly successful amongst kids, logging 14,000 interactions at the event.

‘Enter Knighton’ was released as one component of a LEGO Nexo Knights launch campaign. The campaign strategy also incorporated an out-of-home event and a digital platform, the LEGO Nexo Knights Academy. Each was designed to reach out to audiences differently. While the the event brought awareness to the brand, the LEGO Nexo Knights Academy provided challenges to all and sustained interest. The ‘Enter Knighton’ retailtainment units effectively led to sales conversions from trial to purchase. As we immersed kids in the virtual reality world of Knighton, we saw success with our young target audience as we incited their desire for more. ‘Enter Knighton’ created a clear path to purchase for our consumer, and also kicked off the imagination of kids and gaining their affinity to the brand.