Lego has always been known for its captivating marketing campaigns that resonate with audiences of all ages. Their recent digital out-of-home campaign in Dubai is no exception. The campaign launched on a gigantic screen on an unskippable road, follows the success of their previous creative campaign in May 2023 for their Ultimate Collector Series Star Wars Set. However, this time, Lego has made a smart move by using a digital screen to create change and target audiences with a different technique and message. The campaign's message focuses on inviting people to their certified stores to benefit from many privileges. The visuals feature an orange background with a chain showcasing the benefits chain that audiences will get when visiting Lego's certified stores. These benefits include unlocking collectible gifts, building like a pro, unlocking special offers, and discovering exclusive sets. The campaign also prominently displays the official website URL, inviting viewers to explore more. The use of a digital screen for this campaign is a smart move by Lego. Digital OOH campaigns have been gaining popularity in recent years due to their effectiveness in targeting audiences with relevant and engaging content. This approach allows brands to reach their targeted segment at the right place and time, making it more likely for them to take action. The campaign is visually appealing, making it hard to ignore for anyone passing by. The use of the chain to showcase the benefits of visiting Lego's certified stores is a clever way to communicate the message effectively. The orange background is also a smart choice as it complements Lego's brand colors and creates a sense of urgency, prompting viewers to take action. Lego also launched another campaign in April 2023, launching different messages campaigns in 3 months is a new pattern from the brand. Learn more about Lego’s OOH campaigns and more by visiting our Insiteopedia.
