Legost maja

Description

Brief media strategy: background, choice of media used and its reasoning, target group analysis, basic idea The goal was to address the buyers of Legos (young mothers and fathers with one or more children aged 3-10 who play with Legos) and to remind them of Legos. A common denominator for this diffuse target group is home – young families are often either actively searching for a home or following the real estate market for good deals. Thus, we decided to advertise in a real estate portal. Instead of buying advertising space, we went for a more clever route. Implementation: Instead of purchasing expensive banner space for placement among the other banners in the real estate portal, we utilized the functionality provided by the real estate portal and advertised via real estate listings on kv.ee. On January 14, a real estate ad for the sale of a house was published in the largest Estonian real estate portal kv.ee. This was no ordinary house, but one built of Legos. Results of the campaign: On the first day, the ad received over 22,000 views. It was the most viewed ad of the week on kv.ee with more than 38,000 views (beating the 2nd most viewed ad by 4 times). The ad received more than 3600 likes on the kv.ee page – 600 times more than the average (an average kv.ee ad receives 6 likes). Within two hours of publishing the ad, all the largest Estonian online news portals published stories on it: the economics portal E24.ee of the largest Estonian daily newspaper Postimees, the news portal ohtuleht.ee, publik.delfi.ee and noortehaal.delfi.ee, not to mention posts in dozens of humor and entertainment portals. The ad was even mentioned on the radio (R2, Silmad lahti). In addition, it received hundreds of likes and shares on Facebook, tweets on twitter, and other mentions on other social media platforms. All this attention to Lego cost us merely 6 euros.