The LEGO Group
Flagship Store Opening Amsterdam
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Client
The LEGO Group
Market
Benelux
Main objective
Awareness / Conversion
When LEGO opened its first flagship store in the Benelux region. Our mission at Engaged was to spark excitement and drive footfall to the store during its opening weekend, via a comprehensive, omnichannel activation campaign aimed at both international tourists and local residents.
Earning attention
with LEGO art
Strategically situated at Museumplein, a unique outdoor exposition took place. Honoring famous Dutch painters by recreating some of their most famous works in LEGO bricks. This activation not only captivated millions of locals and tourists but also provided an irresistible photo opportunity. These photos, shared across various social platforms, further extended our reach of the campaign.
Taking over Amsterdam with city-wide exposure
Amsterdam was flooded with the vibrancy of LEGO as we employed a city-wide outdoor advertising strategy. Using colour-splashed LEGO trams, massive OOH billboards, digital screens and print media we exhibited a countdown towards the much-anticipated opening day.
Digital amplification
We complemented our offline campaign with a digital and social media strategy. By sharing teasers and sneak peeks on social media to raise curiosity on the store interior and exclusive offers, we fuelled the curiosity and excitement of our audience.
Waiting queues
beyond expectations
Did we succeed in eventizing the grand opening? Damn right we did! LEGO enthusiasts lined up for hours, eager to be among the first to step into the new store. The launch weekend was a triumph, with visitor numbers and sales figures far surpassing expectations.
