LEGO Singapore ups its advertising game for DUPLO using Google Mobile Ads

With the tag line “So Many Ways to Play,” LEGO’s popular DUPLO Games are exciting play activities aimed at children ages 18 months through 5 years. The bricks and games, first introduced in 1969, have been developed to help and support children in discovering shapes, sizes, colors, and more. They range from DUPLO bricks, or building blocks, to engaging game sets based on characters and themes as diverse as Winnie the Pooh, police & fire, farm, castle, and zoo.  

Capitalizing on mobile popularity

When LEGO sought to increase awareness and sales of the DUPLO bricks and sets, marketers at the company wanted to take a new tack at reaching parents with young children, by extending the reach of their digital advertising to the mobile audience. They also sought to create a more immersive, interactive experience to draw in viewers using both traditional and interactive video – all delivered on any mobile screen via Google’s Mobile Ads network. “We saw mobile video advertising as an untapped opportunity and one of the best ways to reach users across mobile platforms,” says Ms. Tan Lee Hoon, Managing Director, LEGO Singapore Pte Ltd.

Ms. Tan and her team launched a cost-per-click mobile banner ad campaign through AdMob. Users who clicked on the banner were taken to a mobile-optimized landing page where they could click to watch the video. The LEGO marketing team also mobilized a CPM-focused campaign using banner ads and interactive and pre-roll video ad units.

 

Fully immersive ads that get noticed

LEGO saw a 1% click-through rate on the banners taking users to the mobile-optimized page and a 1.3% click-through rate on the banner ads leading viewers to the interactive video. User engagement on the interactive video ad units was exceptional. In fact, 10.65% of users clicked on the “Learn More” button to obtain more information and spent an average of 23 seconds watching the 30 second video.  

Posted by Christian Cadeo, Head of Mobile, Southeast Asia

LEGO Singapore ups its advertising game for DUPLO using Google Mobile Ads
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