The business objective was growing active share (especially among girls) by re-training and re-activating consumers and sustain business in 2022.
The main challenge, especially with older girls, is a lack of awareness of the LEGO Harry Potter product offering, while boys are mainly showing a lower level of desire for the products compared to girls.
The comms objective was getting teens/adult Harry Potter fans to welcome & inspire the new generation of Harry Potter kids (increase awareness) to bring their passion to life with LEGO HP products
Idea:
For the first time in LEGO Harry Potter history, we will harness and put fans’ special skills to the test as they realize they are the heroes in their own story, using the LEGO Harry Potter sets as the catalysts.
Our task is to shift the emphasis away from narrative-based role play with LEGO Harry Potter to kids proudly creating and sharing their own unique magic, with parental or family buy-in and participation.
Therefore, LEGO Harry Potter is starting from a point of view of ‘Show Us Your Magic’ - challenging fans to take ownership of the product, and become protagonists, as opposed to mere re-creators.
Shift from a passive to active role, positioning kids as heroes of the Wizarding World.
Flip it from a task to a life affirming philosophy:
LEGO Harry Potter
THE MAGIC IS YOU
"IT'S IMPORTANT TO REMEMBER THAT WE ALL HAVE MAGIC INSIDE US"
Three phases campaign:
TEASE – Build intrigue and tease that something exciting is coming.
INVITATION – Invite fans to start their journey back to Hogwarts with LEGO Harry Potter.
ENGAGEMENT – Unite and engage fans by asking them to ‘Share the magic’
Vision:
Just as you can't be told what it's like to fall in love, you have to experience it for yourself, so it is with Magic. We will transform the world around our fans, and place them at the center of the mythology, empowering them with tools to unearth their own magic in order to make the right decisions when the fork in the road ahead splits between the Light and the Darkness.
Tease:
Invitation:
Engagement:
LEGO
Creative Director: Martin Coppola.
Art Director: Melissa Frey.
Copywriter: Paul Truman.
Production: Ashley Baker.
Strategist: Kate Murphy
Comms Strategist: Sendy Atenda
GCP: James Sandberg Worsdall
Sr. Marketing Manager: Kerstin Bannert
Production House: Holy Ravioli
Director: Fredrik Callinggard