LEGO Train challenge
Challenge
Promote the LEGO trains in a new out-of-the box creative way.
Solution
We organized a creative campaign for new LEGO trains: a wrapped train ride for media and influencers from Brussels to the nearby Train Museum. The goal was to generate maximum media and social media impact, reaching beyond specialized press and family influencers to gain mainstream coverage. On the LEGO-themed journey, participants received information and created content. At the museum, a press conference unveiled the new trains.
Result
We achieved extensive coverage in both specialized and mainstream media, welcoming 60 attendees, generating 84 media articles, 6 TV reports, and 122 influencer content pieces. The news was picked up by all major newspapers. Our story reached regional and national TV news as well as radio programs, driven by the strong and memorable slogan “Lego trains stop at Train World museum.” Thanks to the unique concept, we also attracted a significant number of content creators who normally only produce paid content. It was the talk of the town in the media and on socials during the height of the campaign.
Member of PR:E network as the Benelux agency
We believe global brands need local insights.
PR:E is an exclusive network of acclaimed, independent agencies operating in Benelux (ABCommunication), France (Cartel), Germany (Kruger Media), Italy (Goigest), the Nordics (PR Nordic), Spain (Blanchón) and the UK (DawBell) that specialise in engaging and aligning artists and brands with popular culture.