LEGO BUILDERS OF SOUND|短视频|广告营销案例【ADGuider广告指南】

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乐高声音建设者

案例简介：描述客户的简报乐高德国是《星球大战》 3D 第一集的合作伙伴。因此，我们被要求创造一个涉及的想法，在《星球大战》粉丝和现有乐高客户中推广乐高星球大战系列。促销活动必须捕捉星球大战宇宙的巨大魅力，以最好玩的方式销售乐高星球大战套装，同时展示乐高的创新特性。创意执行通过打开声音作为乐高的一个全新的创意方面，我们吸引了乐高粉丝，让他们亲自参与进来，让他们有机会做一些以前从未做过的事情: 与乐高一起播放音乐。由于音乐也是《星球大战》魅力的重要组成部分，使用电影的主题是吸引《星球大战》粉丝并激发他们想象力的完美方式, 在他们的脑海中创造了星球大战宇宙。描述简短/目标的创造性解决方案。《星球大战》剧集《我第一次来到 3D 影院》。我们也进入了一个新的维度 -- 让乐高积木通过一个完全由乐高星球大战制造的巨大木桶风琴演奏音乐。超过 20,000 块砖被安排在这样的方式中，他们扮演了《星球大战》的主题。在电影首映期间，影迷们可以在德国各地的电影院播放《风琴》。通过二维码，可以在网上即时订购。此外，在一个微型网站上，来自世界各地的粉丝可以体验这个风琴，并挑选他们最喜欢的乐高套装。尽可能详细地描述结果。在第一个周末，电影院里大约有 60,000 人对这个器官着迷。来自世界各地的主要文化博客 (如 wired.com，huffingtonpost.com，engadget.com) 报道了这个器官, 激动人心的全球星球大战社区以及数百万其他读者，并带领他们所有人进入微型网站。在一个周末，我们在 YouTube 上获得了 250,000 多次的浏览量。在促销期间，《风琴》的 5 套玩具进入了德国最畅销的 20 大玩具中，使《星球大战》成为最畅销的乐高玩具。

乐高声音建设者

案例简介：Describe the brief from the client LEGO Germany was a co-operation partner for the release of Star Wars 3D –Episode 1. Therefore we were asked to create an involving idea to promote LEGO Star Wars sets in cinemas among Star Wars Fans as well as existing LEGO customers. The promotion had to capture the huge fascination of the Star Wars universe, selling LEGO Star Wars sets in the most playful way – while at the same time showcasing the innovative nature of LEGO. Creative Execution By opening up sound as a completely new creative aspect of LEGO, we fascinated the LEGO fans, involving them personally and giving them the chance to do something never done before: play music with LEGO. Since music is also an essential part of the Star Wars fascination, using the movie’s main theme was a perfect way to appeal to Star Wars fans and inspire their imagination, creating the Star Wars universe in their minds. Describe the creative solution to the brief/objective. Star Wars Episode I came to the cinema for the first time in 3D. We also entered a new dimension – by letting LEGO bricks play music, through a gigantic barrel organ, entirely made from LEGO Star Wars. Over 20,000 bricks were arranged in such a way that they played the Star Wars main theme. Around the movie premiere, fans could play the organ in cinemas all over Germany. Via QR Code, the built sets could be instantly ordered online. In addition, on a microsite, fans from all over the world could experience the organ and pick their favorite LEGO sets. Describe the results in as much detail as possible. At the first weekend about 60,000 people in cinemas were fascinated by the organ. Major cultural blogs from all over the world (e.g. wired.com, huffingtonpost.com, engadget.com) reported about the organ, exciting the global Star Wars community as well as millions of other readers and leading all of them to the microsite. In one weekend we gained more than 250,000 views on YouTube. During the time of the promotion, 5 of the sets from the organ landed among the top 20 best selling toys in Germany – making Star Wars the best selling LEGO segment.