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LEGO Friends in-home samples through TNT Post Doordrop Media

Wednesday May 14, 2014 at 4:11pm
LEGO Friends is using an innovative two stage sampling format delivered by TNT Post Doordrop Media to engage with families in their homes, in what is a toy industry first. A fully-branded bag will be delivered to homes within selected Argos retail catchment areas, with a call to action telling families to leave the bag outside their front door in order to receive a free LEGO Friends sample. The LEGO Friends campaign, which is running throughout the month of May, will cover areas in North West and South East England. LEGO Friends will be the first brand in the toy industry to utilise this sampling method in the UK. The aim is for the iconic toy brand to reach families with girls aged 5-15. On receipt of their sample, children can then build the mini LEGO Friends set and interact with the brand in a relaxed and comfortable environment. They will also receive a LEGO Friends mini brochure with fun games and activities to further inspire recipients and a further call to action to purchase LEGO Friends products from their local Argos store. Lindsay Rogers, buying manager for girls toys at Argos, says: “This is a great opportunity to offer our customers a unique way to engage with the LEGO Friends brand at home. It’s really exciting to be part of a new marketing campaign that has not been trialled on toys before.” TNT Post communication manager Helen Hall adds: “Using our intelligent approach to doordrop targeting, the campaign will reach affluent families within core Argos catchments. Working in collaboration with Argos, we will be able to demonstrate the power of in-home sampling to build brand awareness and drive footfall.” The campaign was developed by media planning and buying specialists, Carat. Robert Pryor, communications planning manager at Carat comments: “This innovative sampling method is designed to encourage trial, introducing new girls to LEGO Friends and gets them building for the first time. It redefines how we talk to this audience by offering a more direct brand engagement.”
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