Originating in 2010, the campaign seeks to increase awareness of the Lego brand heading into the Christmas period as well as to help parents simplify the gift buying process, which, as our Creative Benchmarking research shows, is an effective way for brands to both position and differentiate themselves by affinity through positive associations.
The call to action pushes audiences online by encouraging audiences to search ‘Santa’s Little Helper’. This search term takes customers to a website parents can browse through the product range as well as purchase items.
Visit these sections for more information
See also our Best Practice Approach resources including the Action Map, a proprietary newspaper measure which identifies the form of action a newspaper ad is likely to generate. Likewise, find out about the Role Map, which illustrates how consumers connect with newspaper advertising across the Six Strategic Roles.