MyToys.de – The Lego CodesPosted: July 7, 2011
Insights, Strategy & the Idea
MyToys.de is one of Germany’s largest online toy stores. The task was to advertise LEGO, one of the company’s leading products, with an innovative campaign. Many people should be guided to the website where LEGO brick boxes are sold. On one hand, we had to lead people to the website, and on the other hand we wanted to amaze and involve them in the offline world at highly frequented places in German cities. Our idea: QR Codes made of real LEGO bricks. By using stunning patterns of real LEGO we caught the consumer’s attention. And, because these patterns were QR Codes, we were able to guide them to the website where they could order a LEGO brick box.
We created an interactive outdoor campaign that was as playful as LEGO itself. By utilizing QR Codes, which are increasingly popular in Germany, we were able to encrypt all kinds of information, including web-links. They are usually printed in black and white. But the codes we created were different: three-dimensional, colourful and handmade – using real LEGO bricks.
Curious passers-by could crack a LEGO Code, simply by taking a picture with the QR Reader of their cell phone. The decoded message suggested one of many imaginative possibilities that could be built with the LEGO bricks used in the code that people were standing in front of! With the included web link the corresponding LEGO box could be ordered directly from the myToys website. Our campaign aroused people’s playfulness and opened their minds to the imaginative world of LEGO.
Results and Effectiveness
The LEGO codes were linked to success. Online tracking showed that 49% of all online visitors at the LEGO Sites from myToys were achieved through our campaign. And compared to the non-advertised LEGO products from myToys, the LEGO brick boxes were sold twice as much!
Advertising Agency: Lukas Lindemann Rosinski Gmbh Hamburg
Chief Creative Officer: Arno Lindemann
Copywriter: Tom Hauser
Art Director: Dennis Menshing