LEGO Builds Engagement and Emotional Connections through Targeted Video Ads

In 2022, the LEGO Group celebrated 90 years of making the world a playground. This anniversary was an opportunity to create an emotional and inspirational call to action, reframing the role of LEGO in the lives of children and adults. The LEGO Group aimed to remind people of the pivotal role that construction takes in creative development inviting the world to build and play together.

Initiative is a full-service global media agency built to grow brands through culture. The agency’s approach to rapidly interpreting, and acting on cultural data signals (Cultural Velocity™️) creates relevant, long-lasting consumer connections that drive business results.

LEGO Turkey runs brand awareness campaigns with different technologies. The challenge for their new awareness video campaign was to reach users that were less familiar with LEGO and raise brand visibility but with the expectation that the videos would have high rates of engagement.

To achieve this among new users, the ads would need to have impactful and eye-catching content, while also being displayed in prominent placements on relevant websites.

LEGO worked side-by-side with RTB House to craft a Video Streaming Ads campaign that would make the most of their specially created content celebrating the 90th anniversary of revolutionizing play around the world.

RTB House used its ContextAI feature to target an audience of parents with young and teenage children, as well as regular toy shoppers, placing ads on relevant websites with content related to children, parenting, learning through play, and creativity. The ContextAI feature uses Deep Learning the world’s most powerful form of artificial intelligence–to check images, video, links, and other content to assess each website’s suitability for hosting LEGO messaging.

It then finds highly visible placements on premium sites which will capture the attention of targeted users, while implementing the proprietary RTB House Brand Safety feature to protect and elevate the brand image.

LEGO has always been about choosing the right pieces and then adding a little imagination to build something that goes beyond expectations. Utilizing Deep Learning powered campaigns and the ContextAI feature for better ad placement, RTB House was able to meet the creative and strategic needs of one of the world’s most beloved brands.

The campaign met all the objectives set by LEGO Turkey and Initiative Turkey, with a video viewability rate of 87.21%, and an amazing completion rate of 76.71%. This proved that the brand’s anniversary celebration was both visible and highly engaging, introducing new users to the world of creative play.