LEGO Korea _ "Build to Wait (FPO)"
LEGO Korea wanted to put LEGO bricks to as many hands of people as possible, getting them to experience the fun nature of building with LEGO.
Many adults in Korea consider LEGO as mere expensive toy, and the brand aimed to make themselves more relevant to Korean adults, changing the perception they have of LEGO brand.
By partnering with various restaurants in trendy neighborhoods such as Hongdae, Sungsoo, Gangnam, and more, LEGO could provide LEGO bricks at tables for customers to experience what LEGO could offer while waiting for their food and drinks.
This initiative was inspired by some restaurants in North America that provide crayons and craft paper table covers for customers to draw and play with while they are waiting for their food. I saw an opportunity to replace these craft supplies with LEGO bricks, offering adults a chance to experience LEGO for the first time. This not only give them a platform to connect with others but also provide entertainment during what could otherwise be mundane and boring waiting times.
The campaign addresses the challenge of putting the bricks to people's hands, getting them to experience that the LEGO is not just a toy, but also something that sparks your creativity and recharge yourself with.
Partnered businesses could receive a plaque to display at their entrance, raising awareness of the partnership with LEGO and generating curiosity about the campaign. Just like Michelin-starred restaurants, LEGO could create a microsite featuring a digital map showing the locations of partnered restaurants. This creative approach could generate tons of content for digital platforms, OOH, and more.
Furthermore, QR codes could be placed at the tables, allowing customers to explore various LEGO products available for purchase.
The idea was presented, being planned, but scrapped later for the budgetary issue.