To hit its UK box office targets, The Lego Movie needed to get adults who could easily dismiss it as a ‘kids film about toys’ to go and see it. We needed a media solution which would rekindle childhood memories of the magic of the brand and unlock their inner child by joyously turning part of their recognizably ‘grown up’ world into LEGO.
For a movie in which the whole world is made of LEGO, we wanted to replicate that experience for viewers of the UK’s most-watched weekend family TV show, Dancing on Ice, and strategized to rebuild a ‘normal’ ad break – brick by brick – in LEGO, aiming to surprise and delight both adults and kids at the same time. It was an epic and unprecedented idea – the World’s first all-LEGO ad break.
We approached and secured four LEGO-friendly brands – the British Heart Foundation, BT, Confused.com and Premier Inn hotels – and remade their familiar TV ads they had on air at the time in LEGO, interspersing the break with imagery of the movie’s characters and ending it with a trailer.
Nearly 6 million people saw the LEGO break live on TV, with an additional 1.2 million seeking it out on YouTube. YouGov analysis of the ad break shows it was the best performing ad break they’ve ever measured with viewer enjoyment scores outperforming the industry by 14% (and we discovered that remaking an ad in LEGO makes it an average of 19% more enjoyable). But, most importantly, despite airing just once, post-launch tracking indicated that the ad break influenced an incremental 5% of the opening week’s box office revenue, returning Warner Bros. £5.96 for every £1 they spent.
Deputy Managing Director