The LEGO® brand believes that LEGO® play is for everyone – regardless of age. In USA and Canada, one of our brand’s biggest kid’s markets, we wanted to welcome adults to into the brand with a new portfolio of LEGO® sets for adults.

However, our brand is still largely recognised as being “just for kids”, and even amongst adults, only includes a niche, small fan base who enjoys building as a solo hobby.

Coming out of the pandemic, people’s desire to connect and bond over shared experiences was higher than ever. We needed to respond to people’s desire for social interaction by showing how connections can be made while building together, against the following objectives:

- New-to-Brand: Drive sales of new consumers who have not purchased within a year

- Sales Revenue: Drive overall sales

- Return on Advertising Spend (ROAS) above benchmark of 300%.

Introducing “Builds for Two” – a concept that positions LEGO® building as the ultimate date idea.

This campaign was launched in the lead up towards Valentine’s day – the occasion when people are most on the lookout for ways to connect.

We curated a catalogue of LEGO sets that catered to different types of date nights. For example, couples looking for an artsy date night were recommended the LEGO® Vincent van Gogh – The Starry Night set. For an out-of-this-world galactic experience, build the LEGO® Imperial Star Destroyer together. We had a recommendation for every type of passion.

We even sent real couples to build LEGO sets together on dates and filmed this experience.

The campaign was supported with an online video and e-commerce display, encouraging adults to make connections by building together. We launched 32 creative versions and 12 product pages featuring a variety of LEGO® sets.