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The Lego Group and National Trust

Lego Young Explorers

BRIEF:

Put Lego bricks front of mind for families over the summer period and help shift the perception that Lego bricks = indoor play

IDEA IN 7 SECONDS:

We bought two of our powerhouse brands together this summer - LEGO Group and National Trust - to launch their first ever LEGO Young Explorer competition, inspiring kids across the UK to get creative in the outdoors.

As more families than ever planned stay-cations this year, our LEGO Young Explorer competition aimed to inspire and empower families to get hands-on with nature and experience their very own play-cation!

Lego Young Explorer Forest

ATTENTION GAINED:

130 pieces of coverage with a reach of 51m

99% included key messaging about getting creative in the great outdoors with Lego bricks

98% included a Lego spokesperson quote

an estimated 2,500 competition entries

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