LEGO

THE CHALLENGE

To generate relevance and visibility for LEGO, connecting passion for soccer with the brand in a highly competitive environment and ensuring the campaign stood out beyond traditional digital channels.

THE OBJECTIVE

To become part of soccer culture and become part of the World Cup memories. To boost awareness and consideration of LEGO among boys aged 9-12, strengthening the brand’s association with soccer culture.

THE SOLUTION

DOOH allowed the campaign’s presence to be amplified through strategic high-traffic locations, generating massive and consistent exposure for the target audience, managing to reinforce LEGO’s key messages, increasing brand recall, and complementing digital efforts to build awareness and consideration.