Truly a world first, LEGO® VIDIYO allows children to experiment creatively with music video production using a mix of new mini-figure characters that can be customized and brought to life with an ever-updating combination of special effects and music from Universal Music Group global artists. Allowing children to creatively mash up and share unique and playful music videos. Fostering young creatives talent, celebrating their passion for music and providing a new, fun and safe canvas for them to experiment and creatively express themselves.

Our objective was to build mass awareness of LEGO® VIDIYO product and experience. Generating hype & buzz around the launch of a new global product and converting fans of music to consumers of LEGO®.

LEGO® VIDIYO gave children the chance to become the producer, director and stars of their very own music videos. We were able to innovate and disrupt by leveraging real-world, music industry practice to launch this groundbreaking product

With one of Universal Music Group’s most credible labels, Astralwerks we signed the first ever real-world version of a LEGO® mini figure, L.L.A.M.A, to a global record deal. Going on to release the L.L.A.M.A’s debut single “Shake,” featuring three-time GRAMMY® winner NE-YO and newcomer Carmen DeLeon we took the world by storm.

L.L.A.M.A was the first artist to release a song via the LEGO® VIDIYO product. In addition to creating and sharing their own augmented reality experiences with L.L.A.M.A, music fans across the globe will find L.L.A.M.A as a mini-figure in the DJ Llama BeatBox.

We launched LEGO® VIDIYO into popular culture via the intersection of music and play, unlocking a previously untapped audience for LEGO®. At its core, this product is a celebration of audio and sound. Giving LEGO® VIDIYO a world class audio branding strategy to aid with product recall and to establish an identifiable “sound of VIDIYO”. Together we developed the product sound ecosystem in the ‘childishly stylish’ mould of the campaign.

L.L.A.M.A. provided the central focal point to make the launch famous. Signing L.L.A.M.A. to the Astralwerks label gave the campaign huge credibility within the music space. Further blurring the worlds of imagination and play with the music industry. Creating incredible PR for LEGO and the label alike, truly shifting the dial and surprising music and LEGO® fans alike.

Universal Music Group and LEGO developed a bespoke, first-of-its-kind music curation process. Designing the full sound of the App experience with a bespoke sonic ID and mnemonic.

The launch of the L.L.A.M.A. character was treated like any other major ‘priority’ artist signing by UMG. Starting with the unannounced launch of L.L.A.M.A.’s social network accounts, followed by a press release and “signing”, and finally an international single release and music video launch that leverages the power and range of UMG’s marketing teams, worldwide. With an ongoing cadence of social activity and additional artist and influencer content to drive momentum and engagement.

In-App our audio strategy was designed to truly embody the values and personality of the product. With over a hundred scannable audio tiles (BeatBits) we allowed kids to sound-track their creations with a choice of tracks and themed SFX.

We created a campaign with the freedom of ‘play’ at its heart. Appealing to children across the globe with a mixture of local and global artists and tracks. Galvanizing their natural creative spirit and continuing to evolve play for the next generation of music fans. With International press, TV appearances and even a fashion collaboration we helped launch LEGO® VIDIYO with a bang. LEGO®, with a little help from musics’ hottest new artist, L.L.A.M.A has helped create a safe musical space for kids, who will soon hear LEGO®, before they see it.