In partnership with IBM, our clients at TD SYNNEX developed a LEGO®-themed campaign in Germany a few years ago. They wanted to replicate the campaign (with a huge redesign) in the United States. After meeting with the team, we pieced together the building blocks of this campaign:
Lightness ~ Visually Striking ~ Fun Energy
In order for this campaign to be successful, it needed to:
We took this knowledge, along with the request for something light, engaging, and most importantly, clever, and began our buildout of the concept.
As a LEGO builder, from start to finish, we’re putting our fingerprints on the strength and foundation of the build. Our chosen concept, ‘Be a Builder,’ encourages IT distributors and decision makers to be builders in a world of followers. They have the tools they need to build a data strategy that works for their business; they just need to make it all come together.
The tagline and subsequent headlines were crafted to uplift users and encourage them to find the power to be a builder.
We needed to create an email invite, an insert, and a mailing label for this campaign. The largest portion of our time was spent assembling each LEGO kit, which included a replica LEGO version of the webinar’s topic of discussion: the IBM FlashSystem 5300.
The final designs featured playful colors, unique LEGO-inspired characters, and a whimsical energy perfectly aligned with TD SYNNEX’s campaign goals.
After assembling 250 boxes full of LEGOs and adorned with campaign designs, the client requested professional photos of the finished product.
AOR had been talking with TD SYNNEX about this campaign for some time, so it was a huge celebration to bring it across the finish line, and the client couldn’t have been more excited.