| Title | MAKING THE LIST |
| Brand | LEGO |
| Product / Service | LEGO |
| Category | D04. Brand / Product Video |
| Entrant | CHE PROXIMITY Melbourne, AUSTRALIA |
| Idea Creation | CHE PROXIMITY Melbourne, AUSTRALIA |
| Media Placement | UM Sydney, AUSTRALIA |
| PR | CHE PROXIMITY Melbourne, AUSTRALIA |
| Production | CHE PROXIMITY Melbourne, AUSTRALIA |
| Production 2 | YELL DESIGN Fitzroy, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Chris Howatson | CHE Proximity | CEO |
| David Halter | CHE Proximity | Managing Director |
| Ant White | CHE Proximity | Chief Creative Officer |
| Brian Jefferson | CHE Proximity | Group Creative Director |
| Ashley Wilding | CHE Proximity | Senior Copywriter |
| Cameron Brown | CHE Proximity | Senior Copywriter |
| Daniel Davison | CHE Proximity | Senior Art Director |
| Roma Stein | CHE Proximity | Operations |
| Mariana Rice | CHE Proximity | Group Account Director |
| Claire Hawksford | CHE Proximity | Senior Account Manager |
| Julie Duff | CHE Proximity | Head of TV Production |
| Lisa Ristuccia | CHE Proximity | Producer |
| Jason Young | CHE Proximity | Head of Design |
| Vanessa Saporito | CHE Proximity | Senior Designer |
| James Shaw | CHE Proximity | Head of Performance |
| Nigel Hill | Freelance | LEGO Builder |
Introducing LEGO’s ‘Making The List’. To make Australian kids’ Christmas list, we literally made the other toys we were up against. We partnered with one of LEGO’s key retail partners, Target. This gave us the opportunity to create a bespoke online destination featuring the products we were promoting. It also opened a valuable digital shelf space on eBay via Target’s eBay shop, with the execution using eBay’s search API. We developed product listings on both eBay and Target showing the seasons most popular toys made from LEGO. When gift-givers shopped online, we hacked their search using keyword targeting and served the LEGO creation relative to the users search input. The shopper could then purchase the LEGO set that the toys were built from. Stop-motion animations of the toys built from LEGO followed gift-givers around the internet and social platforms. This reminded gift-givers that LEGO can be any toy.
We are not going claim that we just increased LEGO sales volume at Christmas – because there is an organic uplift at this time of the year. However, the true measure of this campaign’s success was monitoring the share of the priority LEGO products we were promoting, as shifting more of these priority products was the key objective for the retail partner. The LEGO products featured in the campaign increased their share of total LEGO sales from 2.2% in October (non-campaign period) to 10% in December (campaign period). A 4X share increase, with a media spend of just $55,000. Additionally, the campaign opened up valuable physical availability with our retail partners with both eBay and Target featuring the campaign with dedicated LEGO environments within their eCommerce experience. The campaign proved that with the power of imagination, LEGO isn’t just one toy on a Christmas list, it can be every toy.
Feedback from retailers suggested a backlog of LEGO products in the lead up to Christmas. We overlaid these products with margin, and six priority products were selected to feature in the campaign. With $55,000 in media spend, we had to outsmart other toy brands with targeted and precise retail activity. This wasn’t about targeting key demographics or segments. We were going after individuals who were in market for toys. Our strategy was simple: take advantage of the high interest created by other toys, and use it to reinforce LEGO’s point of difference – LEGO can be any toy a child wishes for. We gathered and analysed 400 key word groups from Google’s search data. This was then aggregated with retailer purchase data, and their predictions leading into Christmas. The output was a propensity model that gave us a view of the toys that would be the most popular at Christmas.