(Image courtesy of Branding Magazine. Click here for more photos.)
When it comes to cutting through the clutter of outdoor advertising, sometimes bigger isn't better. Just ask advertising agency DLKW Lowe - designers of the new Legoland Windsor Resort ad campaign in England. The 12-inch (30.5 cm) tall billboards are scattered throughout London surrounding areas, and advertise special savings offers, known as "Mini Breaks," at the theme park and hotel. The best part? The ads are made of Lego bricks!
I think this concept is clever for several reasons. First, people tend to skim over most outdoor advertising in areas where there is more foot traffic than vehicle traffic. People will stop mid-speed-walk, however, if they notice a mini Lego creation of some sort out of the corner of their eyes. Also, DLKW Lowe created a Google Map showing the locations of all the billboards, and has created a hashtag (#legolandminibreaks) for people to post photos of the billboards on Twitter. The billboards may not be easy to read in person, but by encouraging social media sharing, Lego is creating far more impressions than most billboards would generate. Smart.
(Disclosure: I am a former Lego employee, and I have family still employed with Lego.)
I think this is a clever idea and I'm curious to see how successful the ad campaign is for the company. Nonetheless, Lego is a company that manages to attract the attention of all age groups. Using the mini-billboards is unique because Lego appeals to the whole concept of building miniature creations, which relates more closely to the actual product than putting a placement ad on a standard-size billboard.
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