FMBE Awards 2023: Creative Campaign of the Year

GOLD The Producers – Lego

Lego City Missions are a product suite that allow kids to build with stories, not instructions. This campaign, called Mission to Mars was a surprise and delight activity that thrived off a creative brief for a creative product that generated a creative response. Our Creative category came up at exactly the right time for it, and it won easily.

Kids arriving at a standard Lego pop-up store were surprised with be given a secret mission on arrival and descended to a basement where they became engineers on a Mars project.

Mid flight things took a turn and the kids had to build landing gear to avert disaster and achieve a successful Mars landing.

At the end they were interviewed by a TV news crew anchored by Gabby ToCamera.

The Producers applied a 1:9:90 assessment to what they term ‘try-vertising’. 

• The 1% – 348 people experienced IRL. 
• The 9% – 121,814 engaged. 
• Booking page visits: 4,000 
• Time out page views: 4,099 
• Facebook time out clicks: 11,521 (3,273 + 71 likes + 30 comments + 23 shares, 25 saves) 
• Influencer engagements: 88,853 (views of content) 
• Time out bespoke newsletter opens: 13,341 
• The 90% – 8.4 million reach  
• Influencer subscriber reach: 1.15m 
• Timeout Facebook impressions: 561,588 
• Newsletters Timeout: 22,810 
• Earned coverage reach: 3.05m 
• Paid reach: 3.66m 

SILVER REL Field Marketing – Weetabix

The field team leant on their strong relationship when they wanted to get creative with the brand, following Weetabix’s support for the FA and ahead of both the Men’s and Women’s World Cups.

After positive consultation with the client Weetakix was born.

The team operated at wholesale depots and set up football arenas furnished with a goal to aim for and Weetabix décor.

Goody Bags were used to incentivise participation in this gamified shopping experience that created many new sales opportunities and forged excellent relationships with the depots.