Promote the launch of a new Caterham Seven LEGO set
Drive awareness and consideration of the Caterham brand
LEGO and Caterham fans have a lot in common; they both enjoy ‘building’, whether that’s a LEGO set or a car from kit form
Produce a set of creative images which tell the story of the LEGO Caterham, shot in the Caterham factory with life-sized car parts made from LEGO. The images were to be used on both Caterham and LEGO channels.
A media event at Caterham’s flagship showroom was hosted by the LEGO designer.
Event activities included:
Q&A with LEGO designer
Design your own LEGO car build competition
Test drives in a Caterham Seven
LEGO kits were sent to influencers and media for them to build their own Seven
24.4 million campaign impressions
106 media articles and 2.5k tweets
240,000+ YouTube views on LEGO fan pages
3,000 people clicked on the website story; 43 clicked through to Caterham; 2 searched for a car to buy