Airborne releases new campaign for Lego Duplo range

Creative agency Airborne has launched what it says it the largest ever creative campaign in Australia and New Zealand for the Lego Duplo range.

This is the first time a locally developed creative execution has been used to promote the preschool brand with the Mediabrands-owned creative agency Airborne producing three 30-second ads, three 15-second versions and a 60-second in store clip to lead the campaign, which will also run across out-of-home, press, digital, search, mobile and in-store.

“The Lego Duplo  brand is an important foundation of our core business here in Australia. Being a global brand, we need to ensure that we deliver a product range, campaign elements, creativity and messaging that resonate and engage with Australian & New Zealand families of preschoolers” said Caroline Squire, director of marketing for Lego Australia and New Zealand.

Airborne has also collaborated with fellow IPG Mediabrands agencies UM, search/social agency Reprise Media and Havas-affiliated PR and social agency One Green Bean, to drive the campaign across various multi-media channels in a strategy aimed at reaching parents and the families of preschoolers.

Airborne MD Scott Player said: “We have high hopes for the impact the work will have on the Lego Duplo brand.”

Duplo is  Lego’s construction product created for children 18 months to four years of age.


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