Ch. 16 - Advertising, Public Relations and Sales Promotion

The advertising strategy of the LEGO group is always emphasizing on the unlimited possibility of the Lego bricks which could inspire creativity and imagination. The most aspirational advertisement must the following:

The advertisement contains a white Lego brick in the middle and the shadow of the brick is a outline of a ship. The advertisement is simple without any exaggerated words or graphics. Yet convey an aspirational message which even a small Lego brick could be  created into different incredible objects. Ships, planes, buildings, whatever you name it. It also shows the fascinating characteristic of Lego which it has endless possibility. As long as you have the idea, you can create anything out of Legos. With imagination, it could be anything. Here are some other examples express the same idea.

The LEGO group also using outdoor media to promote their brand. In Malaysia, the advertisement agency hired some Lego artist to create the poster with Lego that plays off the surrounding environment. The posters are easily recognized, the concept of the advertisement is fun and eye-catching. It leaves a lingering impression to passersby, also strengthen the brand image to the audiences.