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The LEGO Group

Step into The Dream World

  • Augmented Reality
  • Omnichannel Brand Activation
  • 3DOOH
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The LEGO Group



Main objective

Awareness / Engagement

When launching LEGO DREAMZzz, one of LEGO Group's biggest product launches in history, we took care of several main building blocks of the brand-, ecomm- and trade marketing activations. In doing so we created a cohesive omnichannel activation captivating audiences across multiple digital and physical touch points.

Discover the world
of your wildest dreams

We believe in creating extraordinary experiences to capture the imagination and engage audiences in unique and innovative ways. That's why we invited people to step into the LEGO DREAMZzz DreamWorld through an immersive augmented reality experience.

Become a
Dream Chaser

To reach and engage our most digitally savvy audiences we developed a captivating mini-game in which one could train to become a skilled Dream Chaser. This digital engagement layer was a crucial part of the ECOMM activation, providing all participants with a coupon to redeem as a conversion starter in the campaign.

Immersive in-store POS

In-store captivating POS materials with built-in LED screens invited people to open up an AR portal to enter the Dream World, attracting customers and encouraging engagement.

National campaign

From the visually stunning 3D Digital Out of Home (3DOOH) displayed on Belgium's busiest shopping street, to a 100 feet tall billboard, a digital & social campaign, and field marketing across +500 Toy stores. We wanted to make sure we turned heads with attention earning communication as we wrapped the entire BENELUX market in LEGO DREAMZzz.
Step into The Dream World campaign image
Step into The Dream World campaign image

Travelling on-event experience

LEGO DREAMZzz takes its imaginative journey on the road, making appearances at LEGO World and LEGO Festival of Play across Europe! Families are invited to join this adventure, building and teleporting their dreams into the captivating Dream World. Creating an immersive experience for all attendees!
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