The LEGO Group is the latest winner of The Power of Premium Awards, our regular accolade celebrating the very best digital advertising campaigns delivered across our premium audience platform.
This month’s win is focused on the outcomes of the Q3 2024 LEGO City Shopper Vehicles campaign, but judges were particularly impressed with the client’s strong relationship with our agency sales and client services team.
Beginning in 2022, this partnership has delivered 11 campaigns, with four more planned for this year, and included a transition from one agency to another. It’s this transition that has solidified our position as the client’s only UK digital partner that’s consistently on plan.
About the campaign
LEGO Shopper City Vehicles is the 11th campaign The LEGO Group and Ozone have worked on together since our partnership began. Driving awareness of the LEGO Vehicles brand line among parents, grandparents, and gift buyers for children was a key requirement. High VTR was deemed to be an essential additional measure in boosting the upper funnel awareness metric.
Approach
As the client aimed to shift toward a video-first strategy, our recommendation to test both Pre-roll and Video Wrap for the first time ever for The LEGO Group received the team’s full support. Additionally, our analysis of Ozone’s cross-publisher first-party data set led to the recommendation to extend the audience targeting to include online readers interested in motorsport, auto racing and cars – a data-led suggestion that was also backed by the team.
By leaning into our recommendations for audience, formats, creatives and overarching strategy, we were able to drive outstanding results.
Judges comments
“This campaign clearly celebrates outstanding results. With a first use for Ozone’s Pre-roll and Video Wrap for the client achieving some seriously strong VTRs, the strategy surpassed all benchmarks by a long way which is impressive. Continuously good results throughout the partnership cemented Ozone’s relationship with both client and agency, and it’s great to see the trust that comes with any new proposal. Some excellent work paid off with a win securing 2025 briefs with the client’s new agency, Starcom.” Rachel Haron, Publishing Director, Goodstuff
Congratulations to The LEGO Group, IPG, Starcom and Ozoners Hattie White, Lucy Beeson and Hannah Palmer for successfully handling this important strategic client and agency partnership.
