A Modern Campaign Approach: LEGO® CL!CK

Another one that's popping up again after its initial appearance in early January—a fun and well done video for LEGO® by Pereira O'Dell. The corresponding site is also interesting and entertaining. Given the creative nature of LEGO fans, I like that they've got an place where the purpose is to share inspiring and imaginative creative content.

In going through the LEGO CL!CK posts on Pereira O'Dell's blog, it's interesting to see that they launched this campaign with their iPhone app. Following that was this short film and the site. 

For those of you who have been thinking about the "modern campaign," I think this is a decent example.

It's no longer led with a big national TV commercial -> follow-up with at least two more TV commercials of the same ilk (afterall, you've got to have three to enter it as a campaign for all the award shows) -> supported by print, OOH and maybe radio... oh, and better get a micro site up too.

The modern campaign starts where ever it makes the most sense to start based on the people you're trying to connect with and the behaviors of theirs you wish to influence. It then goes where the ensuing reaction from said people takes it. It's about the brand playing a bit of idea volleyball with culture. One inspires the other and a "conversation" of sorts naturally happens.

That's all I have to say about it for now, but more will probably come up later...

Comments

[Jussisolja]

Spot on Paul :) It's a great example. I especially enjoyed the term you used to describe what LEGO is doing here: "playing volleyball with culture". That's exactly what brands should be doing - drawing inspiration from emerging phenomena and even contributing to culture.

What intrigues me (and where I think even the most progressive brands get lost) is what happens when the campaign ends...or actually when these things grow to be more than campaigns and take on a life of their own. That's probably what the brand and the agency behind the idea wanted but are they prepared for it? Does the brand / company have the capability to just keep nurturing and developing it? Or is their organization, budgeting and processes geared for starting and then killing campaigns? Who's gonna own it when the focus of the organization turns to the next campaign...the next launch?

I think the next big question is whether or not companies are ready to move from campaigns to maintaining platforms where marketing, product development, sales and PR come together in a way never before seen...in a never ending volleyball match between the brand and culture, the brand and it's customers.

Let's keep on exploring :)

[jime]

I agree with you. Also, I think the big agencies are not ready for the change even when they said we need to change. They don't know where the beginning of the change is because they have many rules for everything. If you can not change yourself how can you change other rules. They spend money on the same research and they forget to use their intuition. The best thing is to start again and not believe in anything, even in yourself but they have egos so they don't want to take on.

[jim cuene]

Thanks man. Good timing. good example. we'll add this one to the list.