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LEGO® Lamborghini Sián Premiere
What happens when LEGO® and Lamborghini join forces?
Ninety years after the first brick was created, LEGO® is still pushing the boundaries of what’s possible. They entrusted us with the regional premiere of Lamborghini’s most powerful car, built entirely from LEGO® bricks. We took on the creative concept of the project and developed a two-week festival called LEGO® Speed Days. We converted the first floor of the shopping mall into a race-themed environment featuring a 50-meter racetrack, offering a variety of activities for both children and their parents. The space included a custom-made brick pool and a competition area with remote-controlled cars, making the activation a huge success among shopping mall visitors.
The event kicked off with an official car reveal, attended by media, influencers, and the public. Children were actively involved in uncovering the car, adding a delightful touch to the occasion. To amplify the event’s visibility, we strategically utilized PR communication and crafted engaging content for social media platforms. The event story garnered attention from over 30 media outlets and influencers, contributing to its widespread success.
Objectives:
Unveil the LEGO® Lamborghini Sián to the media and public
Create a two-week event with activities for children and in-store promotions
Generate buzz about the LEGO® brand and promote sales
Results:
- Increased brand awareness of LEGO® Store in Slovenia
- Positive buzz across social media, TV, radio and 13 media publications
- Increased sales in the LEGO® Store during the two-week event