The Challenge
- Promote the launch of a new Caterham Seven LEGO set
- Drive awareness and consideration of the Caterham brand
Fan Insight
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
Creative Solution
- 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
Results
- 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
- 100% positive sentiment
- 59.7k engagements online
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