Lego – A Tool for Connection
Brand Strategy, Go-To-Market Strategy – 2 Day Work-Session.
Lego fans connect with the brand when they want, how they want, using the device and service platform they want. The existing ‘classic’ channel thinking and segmentation models were creating artificial boundaries defined more by company organization than consumer behavior. Lego asked CCO to conduct a series of work-sessions to investigate new models of engagement which would create intentional success in new multi-channel world.
The work-sessions illuminated two pieces of insight. 1. Lego isn’t a product targeted at various consumer segments, Lego is a language which enables communication between multiple user segments. 2. Lego isn’t a toy company, Lego is in the business of instruction and inspiration.
A layered approach to segmentation presents lego as a tool for parents, children, brothers and sisters to connect. By doing this, each consumer can experience the width of the product portfolio instead of a single vertical. The Lego film uses this model to perfection. The story is presented to the Young Viewer, the back story is shared between the Adult and Child but the Subtext is reserved for the Adult. Everyone is involved, everyone is sustained.
From this pattern, an experience engine connects the stages of the customer journey. Lego inspires the customer with content, film, challenges and competitions. Lego Enables the customer to Make, through product and instruction. The customer Makes, creating new models, aspiring to new levels of learning. Lego then enables the customer to share what they’ve made with others by providing utility and application. This in turn inspires more people to make. At each stage of the cycle Lego’s marketing team can reward progress.
The findings were presented as part of Lego's Global Marketing Summit.
Marc Shillum – Brand Strategy
Ted Booth – Method Inc