This is my breakdown of the advert as it pertains to the concept behind the campaign. The billboard was placed sky-high, smack in the middle of town central surrounded by many skyscrapers and apartment buildings. Every working individual who drove by, including commuters, delivery services trucks( who went to and from different towns and countries adding to Lego expanding the potential customer reach geographically) all passed by the board. To put it into perspective there are 1000s of employees that work in a single building, which includes apartment flats stationed nearby. Day in and day OUT, their target audience commutes past this billboard, ( the Lego setup is so out of the norm, it becomes a conversation starter), and by afternoon persuades
customers to buy these goods as gifts for kids, or becomes a hobby item for enthusiasts). The billboard has reaped its reward. The initial product has already set the stage long before, it has the reputation of being an innovative and high quality good. If that's not grand enough, The Lego billboard was its own tourist attraction that many wanted to partake in, people in passing shared the images across social media worldwide. It gave them so much media hype, sales skyrocketed. This is the power of brand positioning. They are seen as a creative and imaginative brand that has the big buck to make a bold statement. It too brings with it the assumption that they are an extremely successful company and heavyweights within their own league (which is emulated in their billboard statement: Lego as the crane, carrying the massively big product, which is a representation of their product being a ‘heavy-weight’) The point of their advertising efforts Is to keep themselves top of mind with their customers. People subconsciously buy an item if they have seen it in passing or walking by, even if they directly never had the conscious intention to deliberately do so. Lego has over the decades been able to build a brand that's built around the imagination, creativity, and innovation in its storytelling, building, excuse the pun🤣, firm brand positioning within the customer's minds. So this is them planting the seed long before (with the intention to remain evergreen). Now they are the most renowned brand ever, also changing the way companies respond to corporate social responsibility. They keep benchmarking their marketing activities in a fun, quirky, and exciting ways, still sticking in their lane and their missions years on. This is my breakdown of the advert as it pertains to the concept behind the campaign. #advertsing #strategyforimpact #biggains #thoughtprocess #businessinsight #advertsingatitsbest #insightforsmallbusinesses #leverageyourstrengths #femaleboss #femaleleaders #africanentrepreneurs #impact #business101
Published by Status is online Bianca Hendricks Marketing Dev. Specialist | Medical/ Neuroscience Prof | Analytics | Auditing | Game Theory | Global Economics and Financial Commodity Trading | Fluent in Language | Chemist | Art Founder: Burgeon Marketing Agency. Published • 9mo 9 articles My Break down of Guerrilla marketing by Lego hashtag#businessstrategy hashtag#audienceengagement hashtag#keytakeaways hashtag#advertsing hashtag#strategyforimpact hashtag#biggains hashtag#thoughtprocess hashtag#businessinsight hashtag#advertsingatitsbest hashtag#insightforsmallbusinesses hashtag#leverageyourstrengths hashtag#femaleboss hashtag#femaleleaders hashtag#africanentrepreneurs hashtag#impact hashtag#business101 hashtag#lego the LEGO Group