Lego and BEcause get set for Chima races
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Lego, the global toy brand, has appointed brand experience agency BEcause to mastermind a 9 month experiential roadshow centred around its new Legends of Chima range. The Chima Challenge Roadshow forms part of the largest marketing campaign ever created for a Lego brand aimed predominantly at boys.
Media partnerships, TV and cinema advertising, digital activity, online games and in-store initiatives have been fully integrated to support the launch of this home-grown IP. Other agencies involved in the wider marketing campaign for Lego: Legends of Chima include creative agency Dazzleship, media agency Carat and PR agency Norton & Co.
The new Lego: Legends of Chima property is set in a mythical land of magical animal tribes who compete for Chi, a valuable energy source which gives characters extraordinary powers. The range will be brought to life through construction sets, buildable figures, board games, social content and digital gaming.
BEcause’s experiential campaign will launch in March 2013 and will be live during school holidays and half terms until October. The roadshow will visit various family locations including a two week stint over Easter at Chessington World of Adventures Resort, plus appearances at several major shopping centres and Legoland Windsor. Over the course of the tour, children will be invited to take the Speedorz challenge, where they can race the Chima characters in their transport pods, culminating in a grand final back at Chessington at the end of the campaign to crown the Chima Champion.
Alongside the Chima activity at selected locations, BEcause has also been tasked with creating immersive stands for Lego’s Friends and Duplo ranges.
Katie Penfold, business director at BEcause, comments: “We’re really proud to be working with such a well-loved and established brand that embraces brand experience so passionately. The Chima range is fuelled by imagination and it has been great to get creative and devise an experience that is engaging, believable and that is ultimately all about play – because that is what it’s all about!” BEcause was appointed to the experiential brief following a three way pitch against undisclosed agencies.
