Last week, Lionel the Lego elf returned to newspapers for the 2012 roll out of the successful Christmas campaign. Rather than only direct consumers online as has been the case in the previous executions, this newspaper ad takes on a retail dimension by showcasing items from the product range, inspiring parents with gift ideas, and arguably strengthening call to action.
This advertisement ran in the newspaper inserted magazine as well as on newspaper websites.
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.
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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.