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Marketing Awards Case Studies Brand Strategy

How Lego Group brought the world together to find Kevin McCallister

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By Awards Analyst | writer

December 6, 2022 | 3 min read

At The Drum Awards for Experience 2022, Wasserman and Ogilvy won in the Global Experiential Brand Campaign category for their ‘Finding Kevin’ entry. Here, we find out more about what went into this successful campaign.

Kevin from Home Alone as giant Lego

87,500 people found Kevin across the globe

The brief

To launch the Lego Home Alone set, Lego Retail, in collaboration with Wasserman and Ogilvy PR, needed to develop an integrated launch campaign focusing on family themes within the movie and the global pandemic restrictions forced on families Christmas in 2020. The campaign, therefore, needed to be centered on bringing people home together during the holiday season.

Hear what the winners had to say about their award-winning work above.

The idea

Focusing on family themes within the Home Alone movie and the global pandemic restrictions forced on families in Christmas 2020, the Lego Retail campaign centered on bringing people “Home Together” this holiday season – by finding Kevin McCallister. To bring this to life Lego Retail commissioned research that discovered the name Kevin had dropped in popularity worldwide since the original Home Alone movie launched. To get the name trending again, Lego hid life-size Kevin mini figures in major global cities near retail stores, as well as in an engaging AR digital game and on Lego.com, for fans to find Kevin and get him home for Christmas. Once people found Kevin, they were directed to the competition page, where they could enter to win the Lego set and a $1,000 Lego voucher.

The results

  • 87,00 people found Kevin across the globe
  • Over 54,000 entered the competition – an increase of 40% on benchmarking of competition entries
  • Over 16,000 selfies taken with Kevin
  • 12.1bn earned media reach across 2,500 articles including headline TV news articles
  • 234.9 million shared social media reach
  • 326% increase in visits to the Lego.com Home Alone page

This campaign was a winner at The Drum Awards for Experience in 2022. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

Marketing Awards Case Studies Brand Strategy

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