Opinion

Winning ways: Lego ‘Rebuild your memories’

Lego 'rebuild'In the second of a series that looks under the hood of the best work from around the region, we shine a light on ‘Rebuild your memories’, a campaign to celebrate Singapore’s 50th birthday Lego that won top prize for content marketing at the Mumbrella Asia Awards.

Mumbrella asked Ed Cheong, creative director of Iris Singapore, the agency behind the campaign, about the challenge, the idea, the hardest part, and how he can prove that it worked.

What was the challenge?

Having something genuine to contribute to the conversation and not simply ride on the SG50 bandwagon. Every brand had jumped on the SG50 bandwagon, from wireless routers to fishcakes.

What was the idea?

Embrace the past, focus on the present, and build a campaign that gets Singaporeans to remember what we might have forgotten in the pursuit of success. A social experiment in the shape of film content. We started with a sleek city of the future created by Lego expert builders. Then we asked a simple question to our chosen kids. What will Singapore look like in another 50 years?

How can you prove that it worked?

1.9 million worth of earned media coverage and the highest ever recorded sales of Lego for the campaign period. Bearing in mind that this was a project about Singapore by a Danish brand.

What was the hardest part?

Pulling it all together from PR to social to experiential [the campaign began with a Facebook competition challenging Singaporeans to recreate their favourite memories from the last 50 years using Lego bricks]. Every single narrative had to speak the same language while being different in its own execution.

What would you do differently if you could do it again?

If I had a magic wand, I would have the content piece being the start of a bigger debate. One that addressed the similar problems faced by other metropolises in Asia as priorities change in the pursuit of success. Less of a campaign, more of a conversation.

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