The client wanted to promote the new LEGO Friends Pop Star range, including five new sets to buy, and engage families with the new LEGO Friends character, Livi.
We ran a truly multi-platform campaign, including:
Sponsorship of our flagship Breakfast show including bespoke advertorials for each of the products in the range, perfectly showcasing all the toys as well as the brand as a whole. Listen to an example here:
Fun Kids Toy Club – a popular feature starring our Breakfast presenter is the Fun Kids toy Club, showcasing new toys. We created four Toy Club videos, each focused on a different set in the new LEGO Friends Pop Star range. Watch one of the videos here:
And we sent out sets to a bunch of our Fun Kids Experts – children aged from 4 to 12 who put together their own videos interacting with your toys and giving their expert opinion. Watch a montage of the videos here:
Unique Music Request Competition. In Breakfast we launched a special LEGO Friends competition giving children the chance to get on air and request their favourite song of all time. Here’s an example:
This culminated in a special Top 50 Songs of All Time with LEGO Friends – a 3-hour programme where we counted down the 50 most popular songs chosen by our listeners!
Everyone who voted also got entered into a draw to win tickets to a special LEGO Friends Pop Star Party we hosted with the client for 150 people. This included Fun Kids presenters creating the perfect party atmosphere, plus food, drinks and lots of LEGO!
The entire event was filmed by our team and published across our Fun Kids’ platforms. Watch the video here:
This was all supported with extensive online content, including articles for each of the sets, character profiles, quizzes and promotion in our weekly parents newsletter.
The on air campaign reached over 620,000 listeners, delivering 23 million impacts. On air activity included a range of presenter talk-ups, sponsor credits and a range of creative advertorials to ensure promotional messaging remained fresh and engaging for our audience.
The online activity delivered 395,000 impressions, reaching 101,000 unique users. LEGO Friends was also promoted in our weekly newsletter, plus bespoke mail outs, each going out to 30,000 parents.
The video content had had 15,000 views so far. These will continue to be available providing long term value.
We successfully filled the LEGO Friends Party to capacity with the competition winners and the party with our presenters creating the perfect party atmosphere. Here’s a comment from one of the children who came:
“I came to the lego popstar party and had an amazing time! I just wanted to say thank you for letting me come and having so much fun. I am studying for my 11+ exam so this was a nice chance to chillax and have some fun.”