Advertising strategy & Consumer Insight
LEGOVERSE
The Challenge: LEGO needs to stay relevant in a tech-driven world where digital experiences dominate, without losing its essence of creative, hands-on play.
The Objective: Position LEGO as a modern, lifelong companion that merges physical play with digital interaction, appealing to both kids and adults.
The Insight: In today’s fast-paced, tech-centric world, people long for creativity and joy but often feel disconnected from hands-on experiences.
The Approach: By integrating AR into the LEGO experience, users can seamlessly blend their physical builds with the digital world, transforming everyday play into a dynamic, imaginative experience. While the nostalgia and satisfaction of building with LEGO remain deeply rewarding, there’s an increasing desire for experiences that unite the tangible and the digital.
LEGO Campaign Strategy
Legoverse: Live Your Creations
TEAM MATES
Tee Kiengsiri
Shivani Sunkara
Create your own LEGO masterpieces and upload them to the Legoverse app, where AR technology brings your LEGO creations to life in the real world. For instance- LEGO dragon coming out of the Charles River.
or the prince and monster fighting each other on the Central Square.
As you walk in front of the billboard, you’re projected into the LEGO world displayed on it, seamlessly merging you with your LEGO creation and bringing both worlds together.
A transparent billboard advertising how Legoverse merges both the physical and digital worlds, allowing passersby to see themselves interacting with the virtual LEGO universe, blending reality and imagination in real-time.
