LEGO Dimensions - You're Gonna Need a Bigger Imagination
CHALLENGE
How do you launch a new product into the crowded toys-to-life category dominated by the likes of Activision’s Skylanders and Disney’s Infinity? Not to mention a product with a higher price point against companies with a 3-year head start? You do it the LEGO way – with Imagination.
HOW
What makes LEGO great? LEGO empowers builders of tomorrow, making the next great generation of imaginations. The competitive products simply gave kids non-posable figures to play with, whereas with LEGO Dimensions, kids could harness the full power of their imaginations and control their worlds via LEGO’s famous blocks. Thus, the idea was born…”You’re Gonna Need a Bigger Imagination.”
RESULTS
LEGO Dimensions went on to outsell the previous category leader Disney Infinity.
“FROM THE MOMENT WE FIRST HEARD BATTERY’S CAMPAIGN DIRECTION WE KNEW…”
“They had captured the endless possibilities of the brand in a way that speaks perfectly to our multiple targets. We were in!”
— Stephanie Johnson
VP Global Marketing, LEGO Franchise
At Battery, we believe brands need to make meaningful work that people seek out, share, and talk about. We make that happen by backing up our consumer with AI driven consumer data. With roots in gaming, our approach is unique. We are steeped in traditional brand-building but with a quick-moving Silicon Valley startup mindset as we infuse Hollywood storytelling throughout the process. The end product means that all our clients have a larger-than-life story that’s backed by data driven insights.
