Christmas is historically a cluttered, noisy and overwhelming time for shoppers. Stores are filled with shopper messages aimed at getting consumers to buy, and parents are often anxious, looking for activities for their children over the holiday period.
To develop a concept for the LEGO® brand to engage shoppers and their children over the 2018 festive season for Gateway and then adapted for Eastgate Mall.
We created the ‘Build Your Own Adventure” experiential marketing campaign.
We conceptualised, built and managed the space, aiming to delight shoppers and their kids through a fun activation that allowed them to fully immerse themselves in the brand.
The stand included a mini LEGO® theatre, oversized LEGO pits and LEGO® DUPLO® areas
for younger children as well as an IKEA style maze where shoppers could walk through.
To encourage engagement with young minds, each stand also included educational activities, competitions and prizes.
The campaign was nationwide and was activated at East Gate Shopping Mall in Johannesburg and Gateway in Durban.
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