{"id":374,"date":"2024-05-24T01:00:14","date_gmt":"2024-05-24T01:00:14","guid":{"rendered":"https:\/\/www.marsunited.com\/uk\/?p=374"},"modified":"2024-05-27T01:09:44","modified_gmt":"2024-05-27T01:09:44","slug":"lego-city","status":"publish","type":"post","link":"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/lego-city\/","title":{"rendered":"Lego City"},"content":{"rendered":"\n[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Challenge” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span>Previous LEGO City campaigns were failing to engage both gift givers and \u2018young builders\u2019 resulting in flat sales, despite investment in expanding the portfolio.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Insight” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span>Research showed LEGO City was perceived as being a limited set, primarily focused on Police and Fire\u2014and mainly for very young males.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Strategic Idea” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>Utilise key passion points throughout communication to highlight the range available and to improve navigation.<\/span><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Creative Idea” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span>We developed a set of global shopper comms available for all local markets to use year-round, to depict ORBIT EXTRA as the solution to help get our target audience through a long day (Long day? Chew Good). Shopper comms are also available during peak moments in the academic calendar year, portraying the brand as a helpful, reliable study partner (Study time? Chew Good).<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.marsunited.com\/uk\/wp-content\/uploads\/sites\/4\/2024\/05\/lego-city-2.png” title_text=”lego-city-2″ align=”center” _builder_version=”4.25.0″ _module_preset=”default” width=”80%” module_alignment=”center” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Hook” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>New visuals and messaging strategy introduced to reveal the breadth of the range; kids of both sexes playing with the sets; copy targeted at gift givers and different age groups.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Activation” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>Launched a comprehensive toolkit of assets to be deployed globally, covering static display banners, brand stores, retailer social media, newsletters, landing pages, Amazon A+ content, shoppable tiles, OLV, and live shopping. All assets either driving recruitment or retention of shoppers into the LEGO City ranges.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”0px|0px|0px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Impact” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”0px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”120″ _builder_version=”4.25.0″ _module_preset=”07ecdeab-251f-496f-aa1f-8f1ca63dd89e” title_text_color=”gcid-40f11e33-f36e-4924-a466-57d51b53dd28″ global_colors_info=”{%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”0d658811-2be3-4a18-9ce7-62cf6f279cfa” text_text_color=”gcid-92bb32dd-6e0e-4429-9d44-293093944292″ global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>Markets Deploying the digital campaign <\/span><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”30+” _builder_version=”4.25.0″ _module_preset=”07ecdeab-251f-496f-aa1f-8f1ca63dd89e” title_text_color=”gcid-40f11e33-f36e-4924-a466-57d51b53dd28″ global_colors_info=”{%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”0d658811-2be3-4a18-9ce7-62cf6f279cfa” text_text_color=”gcid-92bb32dd-6e0e-4429-9d44-293093944292″ global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>Digital marketplace platforms globally <\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.marsunited.com\/uk\/wp-content\/uploads\/sites\/4\/2024\/05\/lego-city-1.png” title_text=”lego-city-1″ align=”center” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

Previous LEGO City campaigns were failing to engage both gift givers and \u2018young builders\u2019 resulting in flat sales, despite investment in expanding the portfolio.Research showed LEGO City was perceived as being a limited set, primarily focused on Police and Fire\u2014and mainly for very young males.Utilise key passion points throughout communication to highlight the range available […]<\/p>\n","protected":false},"author":26,"featured_media":386,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[10],"tags":[],"class_list":["post-374","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study"],"acf":[],"yoast_head":"\nLego City - Mars United - United Kingdom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/lego-city\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lego City - 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