LEGO DUPLO

HOW WE BROUGHT IT TO LIFECurrency

WHAT HAPPENED?

Conversation

Content Community

WHAT’S GOING ON?

WHY DOES IT MATTER TO PEOPLE?

OUR IDEA

Moms can get set in their ways, even while being continually challenged by preschoolers who perpetually want something new and exciting to do. As a tried-and-true toy staple, moms don’t see the limitless ways DUPLO bricks can inspire play. DUPLO needed to lean on a trusted authority with the expertise to create new play ideas and with the right connections to get these ideas to moms in an authentic way.

Preschoolers’ interests and needs are ever-changing, and moms are constantly challenged to find new ideas for play; when their kids get involved in something especially creative, they love showing it off.

Give moms a month of play ideas using DUPLO bricks, inspiring her with new ways to play and incentivizing participation via prizing and bragging rights. Continue the conversation on Facebook and Twitter, and bring the challenge to life with in-person Moms Club play events. Provide moms with access to play ideas wherever they want (or need) them: in-book, online, tablet.

THE GREAT PLAY CHALLENGE

Starcom partnered with Meredith Parents Network to create The Great Play Challenge, which empowered moms to create and share new play ideas, providing them the opportunity to show off their kids’ creativity and garnering more than 38MM cross-media impressions.

After the campaign, moms of preschoolers showed significant lifts in perception of DUPLO as a product which encourages parents to play with their children (+20%), agreeing that it “offers endless opportunities for imagination” (+21%). As a result of the program, DUPLO also saw a 28% lift in purchase intent. All deltas among consumers exposed to the Parents sponsorships were stronger than deltas among consumers only exposed to the DUPLO campaign from other media sponsors. (Source: 3rd party Insight Express LEGO DUPLO Cross-Media Study)

Moms uploaded and commented on photos and descriptions of their preschoolers working on the DUPLO activity of the day. DUPLO used its Facebook page to push out additional content and spark participation & conversation, while Parents took to Twitter to promote the Challenge.

Sara Boettrich, the Director of School Programs at The National Museum of Play, created 31 unique daily play ideas showcasing the versatility of DUPLO bricks, splitting activities into 5 key developmental areas designated with icons on a custom DUPLO calendar, which lived across 2.2MM in-book copies, tablet, and an 18.7MM-impression online hub.

2,500 members of pre-existing Moms Clubs nationwide gathered for a specially-themed Great Play Challenge party, where they were given DUPLO sets and Challenge play calendars. Moms and their preschoolers spent the afternoon playing together with DUPLO bricks.