The LEGO Codes - Lukas Lindemann Rosinski
MyToys.de
Issue 12 | September 2009
Agency
Lindemann Rosinski, Hamburg
Creative Team
Chief Creative Officer: Arno Lindemann, Bernhard Lukas, Creative Director: Tom Hauser, Art Director: Dennis Mensching, Copywriter:Tom hauser, Designer: Chris Mizutani, Moritz Schmidt
Production Team
Advertiser’s Supervisor: Gero Quast
Other Credits
Marketing myToys.de: Ben Pleissner, Andrea Marcol, Jost von Brandis
Date
February 2009
Background
MyToys.de is one of Germany’s largest online toy stores. The task was to create an innovative campaign which would steer purchasers to the website where they could buy LEGO.
Idea
The idea was to use QR codes in such a way that the campaign would be as fun and as interactive as LEGO bricks are themselves.
QR codes are becoming increasingly popular in Germany. They are able to encrypt all kinds of information, including web-links.
These codes, however, were colourful and 3-D because they were hand-built using real LEGO bricks.
Passers-by were encouraged to take a picture of the posters with their mobile phones. The QR reader decoded the message in the bricks, suggesting just one of the many possible things that the they could also be used to make.
Each decoded message included a web-link, with which the corresponding LEGO brick box could be ordered directly from myToys.de.
Results
Online tracking showed that 49% of all online visitors to the LEGO pages on myToys.de came via the posters. Compared to the non-advertised LEGO products from myToys, the LEGO brick boxes sold twice as much, appealing to people’s playfulness and opening their minds to the imaginative world of LEGO.
Our Thoughts
I love this. For me it’s really smart and a great use of a great brand. They haven’t over complicated it, just used this product brilliantly with the latest(-ish) technology to showcase their product. Lovely.