OOH Brief: Come up with an innovative OOH idea to raise awareness about Lego’s VIP programme.
Insight: Bowser was the highest selling piece of Lego in 2022 but many consumers do not know why and his full story.
Idea: An interactive billboard campaign where you sign up to LEGO VIP to unlock the ‘hunt’ to understand Bowser on a deeper level, win rewards and help assist him on his journey to kidnap Princess peach.
Unlock the Hunt
Scan QR code on the billboard to start your gamified journey to find Princess peach. Users get to know Bowser’s story and win rewards.
Become a Lego VIP
Unlock access to the Lego store and talk to a virtual AI Bowser.
