In November 2019, LEGO® opened its first flagship store in the Benelux, in the heart of Amsterdam. To excite people to visit the new store and drive traffic to the store during the opening weekend, we created a cross-channel activation campaign addressing both international tourists and locals.
The Museumplein, one of the most visited places in Amsterdam, served as the perfect location for a big outdoor stunt; a LEGO exposition honoring famous Dutch painters by recreating some of their most famous work in LEGO bricks. The expo did not only reach millions of tourists and locals, it also served as a photo opportunity, inviting passer-by's to share their pictures which expanded the reach to a worldwide audience.
We took over Amsterdam's city centre with colourful LEGO trams, massive OOH billboards and digital screens showing a countdown to the opening day.
The entire offline campaign was supported with a digital & social campaign containing teasers and sneak peeks to raise curiosity on the store interior, exclusive store offers and influencer interviews.
Did we succeed in eventizing the grand opening? Damn right we did! LEGO fans were queueing for hours, to ensure they were amongst the first to visit the new store. All this made the opening weekend a big hit, exceeding expectations both in number of visitors and sales.
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