Lego Friends to use in-home sampling

Published on: 13th May 2014

Lego Friends is breaking new ground in the toy industry as it uses a new two-stage sampling format to engage with families in their homes.LegFre-300

A fully-branded bag will be delivered to homes within selected Argos retail catchment areas, with a call to action to receive a free Lego Friends sample. With the aim of reaching families with children aged 5-15, households that receive the branded bag will be given the opportunity to opt in and request a free sample by leaving the bag outside.

On receipt of their sample, children can then build the mini Lego Friends set and interact with the brand in a relaxed and comfortable environment. They will also receive a Lego Friends mini brochure with games and activities to inspire recipients and a further call to action to purchase Lego Friends products from their local Argos store.

The campaign was developed by media planning and buying specialists, Carat. “This innovative sampling method is designed to encourage trial, introducing new girls to Lego Friends and gets them building for the first time. It redefines how we talk to this audience by offering a more direct brand engagement,” said Robert Pryor, communications planning manager.

Working with TNT Post Doordrop Media, the Lego Friends campaign, which runs throughout the month of May, will cover areas in North West and South East England. Lego Friends will be the first brand in the toy industry to utilise this sampling method in the UK. According to Lindsay Rogers, buying manager for girls toys at argos, “this is a great opportunity to offer our customers a unique way to engage with the Lego Friends brand at home. It’s really exciting to be part of a new marketing campaign that has not been trialled on toys before.”

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