In this article:
- Lego builds on its adult market base with global ads
- Then they continue the conversation on Twiter (and not, for example, Tik Tok)
Brian is my digital twin. When you see the commercial, you’ll understand.
Nearly two years ago, we noted that Lego was branding itself as a source of play not just for kids in Building Mindfulness: Lego’s Marketing Play to Adults. The toy brand has built up its appeal for the more mature market with its first global campaign for adults.
These video spots all focus on flow, and as you can see from some of the responses to the tweets from the brand, their target market does appreciate it.
The tweet above, for examples, inspired this response:
Replying to @LEGO_Group
I have a high-stress job. Lego for me is a form of therapy. Thank you for thinking of us grown-ups!
And the brand let John know that it was listening to him in its response:
A fan of the new commercials compiled three of the “adult-themed” commercials on YouTube here:
Each of the spots features a different set designed with the many intricate parts that are meant for adults to tackle. They include 10280 Flower Bouquet, 42125 Ferrari 488 GTE AF CORSE #51, and 10282 Adidas Originals Superstar.
It’s clear from Lego’s Twitter feed that it has many other sets aimed at adults to promote. Among them is the 3,995 piece Home Alone set that Gizmodo gushed over.
These are very elaborate sets that require an investment of serious time and money. But aren’t we adults who have so much to bear allowed to indulge in some creative play of our own? That’s the message here, and the answer for many (who may be thinking of gifting themselves this holiday season) is a resounding yes.
Also, it didn’t go unnoticed that the brand is using (the much-older demographic of) Twitter to engage with adults when it comes to these sets. A smart way to complement it would be to use other channels, with distinctively different demos, to push other products and campaigns. Such per-channel use of social media is one of the “7 Commandments of Basic CRM Tactics” we often analyze brands by, here on PostFunnel. And it seems as if Lego get it.
