An innovation transforming the play experience
LEGO® SMART Play transforms the play experience by combining building with interactive technology. The SMART Brick responds to movements and interactions with SMART Tags and SMART Minifigures. Together, these elements bring LEGO creations to life through sounds, environments and specific reactions.
With this innovation, LEGO aims to offer a new way to play and discover its products. However, such an innovative technology needs to be easy for shoppers to understand in-store. The challenge was therefore to create a simple, playful and immediately engaging experience.
An in-store activation designed as an experience
To support this launch, GLOBE developed a brand activation in mass retail, inspired by the codes of specialist retail. The activation included dedicated shop-in-shops focused on the LEGO® SMART Play universe. This approach increased the visibility of the innovation while creating a dedicated space for product discovery and demonstrations.
To ensure the same level of expertise across the entire activation, dedicated training was provided to ambassadors across France. The LEGO® universe, its products and SMART Play technology were introduced to the teams before they took to the field.
Thanks to this training, shoppers were supported by expert toy ambassadors who could explain the features, demonstrate the products and answer questions. As a result, the technology became more accessible, while offering a more human, educational and engaging shopper experience in-store.
Immersive demonstrations at the heart of the store
In-store, GLOBE rolled out a campaign of immersive and engaging demonstrations. Shoppers could discover how the bricks, tags and minifigures interact. Ambassadors invited them to test the products, making each demonstration more intuitive and engaging.
This approach combined customer experience, expert advice and product staging. As a result, it captured attention while making the new technology easier to understand. Moreover, the activation brought specialist retail codes into the mass retail environment. The in-store activation in mass retail therefore became a powerful driver of engagement and commercial performance, all the way to the last mile.
