LEGO Technic: advert-body-2 by Jack

Lego Technic’s first live brand experience has launched in China. The activation is taking place at Indigo, Beijing and runs through until the 12 August. The experience, which is supported through a broader integrated/ PR and social campaign, is designed to build awareness and brand affinity for Technic in this important market.

Working in partnership with global brand experience agency Jack Morton, Lego created an experiential activation for consumers that brings to life Technic’s ‘Build for Real’ ethos and challenging, mechanical nature. The experience - designed around a ‘Function Lab’ - showcases Technic’s functional systems through a variety of fun interactive challenges, inspired by mechanical engineering.

For example, a crash test challenge for the ‘Whack and Bash’ product series; a parking challenge for the All-Terrain Tow Truck; and a mechanical motor wall-building test for the Rough Terrain Crane. The highlight being a working engine of the Bugatti Chiron hero product - a showcase of a functioning motorized Chiron engine brought to life entirely by Lego Technic pieces.