Lego builds Quebec base for Christmas

The iconic brand launched a campaign to build its presence in French-speaking Canada.

In a twist to the iconic fireplace channel, Lego launched a new campaign at the end of October to build up its base in Quebec around the holidays. OOH and direct mailers drove parents and kids to, where they can download the blueprints to build their very own Lego Fireplace, which can then house an iPhone or iPad. On the site, parents can find links to one of the many “Fireplace” apps to bring the chimney to life, while children can also create digital stockings for a chance to win a Lego prize.

Since more and more families don’t have fireplaces for Santa to descend, these Lego chimneys provide a new way for the jolly man to deliver presents, says Sam Kashani, assistant marketing manager, Lego, while also creating a strong brand association with the holiday season.

Since it is underrepresented in the Quebec market, Lego wanted to boost its profile going into the holiday season.  While the idea itself isn’t Quebec exclusive, budgetary restrictions meant it honed in on the province, says Kashani.

“We know all of our marketing programs don’t necessarily make it to Quebec [audiences]. We really needed to dial up our noise. One of the key things is to have Lego be top-of-mind and communicate the breadth of our portfolio,” Kashani says. As a result, while national holiday campaigns will be product specific, the Quebec push is meant to cross SKUs. Parents don’t have to buy new Lego sets to participate, but the website does link to kits for parents to purchase.

Alongside traditional OOH posters, it also executed a life-size Lego chimney with a digital fireplace and fake smoke rising from the stack at Square Phillip launching at the end of November. Hampered by strict child advertising laws in the region, the campaign, by Montreal-based Brad, is aimed at families and forgoes a TV buy.

“With other toy brands, parents simply get it for the child because the child wants it, and they have no affinity or nostalgic feel towards it,” says Kashani. “It’s one of our strengths, appealing to both [parents] and child.”