lego
the ask
discover a new target audience for LEGO® brand and create their consumer journey
situation
Founded in 1932 and has been producing interconnected brick toys since 1949. The LEGO® brand's mission is to inspire and develop the builders of tomorrow through imagination, creativity, and learning.
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The LEGO® brand currently has a strong base of loyal consumers however, there's an audience they're missing.
missing audience
The LEGO® brand is failing to attract teenagers
since many users are "aging out" and no longer using LEGO products.
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The LEGO® brand's existing relationships with schools and communities
creates an opportunity for them to target teenage audiences.
objective
We plan to encourage and inspire teenagers who have advanced into new creative and engineering spaces to use the LEGO® bricks to rebuild the world. By creating a powerful interactive campaign that appeals to teenagers, and meets them where they are, we can rebuild their relationship with the LEGO® brand.
research
Social & Purpose-Driven
Gen Z and Millennials are talking more about the need for action on climate change. Among social media users who view social-related content online, about 60% are Gen Z and Millennials. They actively get involved with issues through activities, such as volunteering and attending rallies and protests. Source: Pew Research
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Limits of the Education System
Education systems are heavily pressured by curriculum controls, limiting opportunities for students to exercise their creative capacity. There is little motivation for teachers and learners to develop a creative mindset, and few incentives are given for manifesting creativity in educational institutions. Source: University of Philippines Open University
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Digital Communities
Digital communities create spaces for people to be seen and come together to act. More than 75% of Gen Z and millennials who responded to our study feel they have a voice and social capital within their community. Communities are where they can express themselves, and in a confusing, fragmented world, communities are also where they can connect or be recognized for who they are. Source: Forbes
research
Relevancy of School
The most common feelings among high school students are fatigue and boredom. Our research concluded that 65 percent of the jobs that today’s high school graduates will have in their lifetime do not currently exist. But we still teach them how we trained industrial workers a century ago. Source: Greater Good Magazine
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Independent Learners
Gen Zers are practical. They value self-reliance and independence, particularly when it comes to self-directed learning. They’re likely to search for a video on YouTube to learn a new skill or explain a new concept. Research shows that Gen Z spends three or more hours on YouTube, and 59% say YouTube is their preferred learning method. However, it's quickly being replaced by TikTok. Source: Chalk
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Benefits of Competition
Healthy competition can drive student success and increase their achievement rate. Research shows that competition can drive attention, physical effort, and learning. The social motivation of competing against one's peers can challenge a student to work much harder on his or her tasks than he or she would independently feel compelled to do so. Source: American Heritage Schools
consumer journey
Awareness and Interest
By partnering with high schools we will garner teenager's/students' attention in the Rebuild the World competition.
Consideration
Utilizing paid and owned social we will push consistent social posts introducing the competition and directing to the official landing page; thus inviting visitors to join the competition.
Nurturing
Signing up for the competition takes place on our official website and is followed up with emails encouraging contestants to upload progress pictures of their builds.
Expansion
Utilizing social we will recap the competition, announce the winners who will be awarded scholarships & apprenticeships, and post-competition promotion for next year's event.
strategy
The LEGO® brand aims to empower youth to impact tomorrow by building the future.
By partnering with high schools throughout North America the LEGO® brand will host an innovation competition
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choose your path
The "Rebuild the World" competition offers two paths for students to choose between
creative and engineering, each of which aims to
1) Get students involved in the creative or engineering industry
2) Inspire and create unconventional solutions
3) Give students the experience of pitching to LEGO® experts
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No matter which path you choose, the LEGO® brand will send a starting kit to your respective high school for you to begin building.
rebuild the world
Register the Event
Sign up takes place on the official "Rebuild the World" platform. Participants may be directed to the landing page through QR codes/sponsored content in high schools, social media posts, and online searches.
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Create or Join A Team
Create or join an existing team of 3 members or participate individually and follow the online prompts to begin working on the project.
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Submit Your Project
Upload the finished submission on the official "Rebuild the World" platform. The results will be posted on LEGO's official social media platforms, the official "Rebuild the World" platform, and sent via email.
i couldnt have done it alone
Karel Tinkler, Xinyue Li