2012 Santa’s little helper

Lego's "Santa's little helper" campaign returns for 2012.

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.  The 2010 campaign was a great success, leading to its roll out in 2011 and this year as well. This advertisement ran within a Christmas Gift Guide supplement of the weekend paper, targeting consumers in an engaged and relevant frame of mind.      Visit these sections for more information    Download our Creative Benchmarking research across a range of advertiser categories, including the Retail category, to learn how consumers engage with and act on newspaper advertising.  Also, download our 2011 Retail Report which demonstrates why newspapers drive Call to Action for retailers. It features 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.  View our light-read 2011 Christmas newspaper, stuffed full of juicy morsels about what makes newspapers such a compelling medium for advertisers over the festive season.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

Explore our Creative Benchmarking research across a range of advertiser categories, including the Retail category, to learn how consumers engage with and act on newspaper advertising.

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.

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