Campaign Creation
LEGO
Vega School Durban
Challenge
To showcase strategic strength, the challenge was to choose a recently created campaign that was not as successful as it could've been to create a new and improved campaign. For this challenge, I chose a campaign recently launched by LEGO South Africa. This campaign asked consumers to donate their used books to LEGO Stores in South Africa. The donated books were given to underprivileged schools across South Africa. While this is a great campaign that promotes education in South Africa, I feel that it did not resonate with the LEGO Brand.
Results
This LEGO Donations Drive was Re-imagined into the “Build Their Future” Campaign. This campaign called for consumers to donate their used/spare LEGO pieces to receive Brick Rewards. This would allow for many LEGO bricks to be donated to schools around South Africa. This empowers the children with those skills with the many benefits of playing with LEGO at a young age, such as fine meteor skill development, cognitive processes development and more. This campaign felt more on brand for LEGO as their core value is to play well. By donating LEGO, consumers are able to allow more children in poor communities to play well, as well as receive rewards for their efforts. This campaign included a donation box, where consumers could drop off used LEGO after being checked by a staff member to ensure it is official LEGO bricks and in decent condition.
