Lego Education Center Guerilla Promotion

Lego enlisted the help of the Publicis Mojo Brisbane advertising agency in order to generate buzz for the grand opening of the Lego Education Center in Brisbane, Australia. The creative guerilla campaign that took place used the bubble safety mats located around the city as a place to put colorful promotional stickers that made the bubble mats appear as if they were legos.

This was a quick, clever, and simple way to associate the product with a realistic environment. The colorful and environmentally-friendly products used to turn the bubble mat into legos surely drew attention and generated the buzz that Lego desired. This genius use of promotional stickers could be successful and effective for other brands as well, as long as the stickers were used in the right manner and not simply handed out.

Via: I Believe In Advertising.