The LEGO Group Holiday Campaign
Understanding the importance of value for gift givers at Christmas, The LEGO Group drive awareness, consideration and purchase at the ultimate gifting moment of the year.
sales uplift YoY
customer growth
BIG W 2024 Campaign of the Year
Background & Objectives
The LEGO Group partenered with Cartology to drive awareness, consideration and conversion of LEGO products for all gift givers during the Christmas season at BIG W.
Cartology Solution
Leveraged Cartology’s high-impact omnichannel solution, alongside integration into BIG W christmas campaign to drive value on the shopping journey.
Front of Store
Utilising awareness tools on Digital Screens to drive consideration and create impact at the front of the store.
In-Store
The market first Toy Gantry bought the Christmas sparkle for maximum impact. In-store POS guided customers, ensuring conversion.
Digital
A festive LEGO product homepage brought the Christmas spirit to life and drove engagement and conversion rates.
Campaign Results
The campaign exceeded expectations, resulting in record-breaking sales during the Christmas season. The campaign went on to be selected as the BIG W Campaign of the Year 2024 at Cartology Campaign of the year awards.
“We were able to collaborate seamlessly across BIG W Marketing, Commercial, Cartology and The LEGO Group to create a campaign which leveraged insights around value, brand trust and gifting as well delivering the LEGO Play Promise to consumers and shoppers.”
