The Problem
LEGO Technic sets are renowned for their intricate designs and appeal to car enthusiasts. However, the brand sought to deepen engagement by offering a more personalized and interactive experience that would resonate with both young builders and adult fans.
The Insight
Building a car is more than assembling parts—it’s about bringing a personal vision to life. By allowing users to customize and interact with their creations digitally, LEGO could bridge the gap between imagination and tangible building.
The Story We Told
We introduced the Dream Car Generator, an interactive online experience hosted on the LEGO Kids site. Users could select from various LEGO Technic sets and customize features such as colors, decals, and accessories. Once their dream car was configured, they could view it in a 360-degree environment, simulating a real-world showcase.
This digital tool didn’t just allow for customization—it brought the cars to life. Users could see their creations in action, fostering a deeper connection between the builder and the model. The experience was designed to inspire creativity and encourage users to bring their digital designs into the physical world by building them with LEGO Technic sets.
The Outcome
The Dream Car Generator successfully enhanced user engagement, providing a platform where imagination met interactivity. It reinforced LEGO Technic’s position as not just a building toy, but a medium for personal expression and innovation.
Our Lego Agency (OLA)
Creative Lead: Martin Coppola.
ACD: Mervin Ignacio
Art Director: Dennis Rønneby.
Copywriter: Dhiviah Arumugan.
Production: Jane Harrington.
Strategist: Niels Bellaar.
Comms Strategist: Sendy Atenda.
Global Communication Partner: Henrik Bjørnsen.