LEGO

LEGO´S ORIGIN

OLD CAMPAIGN

1963 LEGO System Commercial

1993 Lego Commercial

Paper Advertisement

CURRENT CAMPAIGN

POSITIVE PSYCHOLOGY

SOCIAL MEDIA

CATALOGS

TV ADDS

PUBLICITY CAMPAIGNS

ASSOCIATED TO

BIG BRANDS

SOCIAL RESPONSIBILITY

2018 Advert

Lego Super Heroes Marvel Infinity Wars Sets

COMPARISON BETWEEN OLD AND CURRENT CAMPAIGN

TARGET MARKET

KIDS

POPULAR BRANDS

TWITTER

COLLECTORS

WAYS OF ADVERTISING

MESSAGE

LOGO AND SLOGAN

CURRENT SLOGAN

LOGO CHANGES

FIRST SLOGAN

NEW CAMPAIGN

MARKET OPPORTUNITY

TOO MANY LEGO’S SOLD OUT

MARKET OPPORTUNITY

MARKET DEVELOPMENT

TARGET

CHILDREN (3-12 YEARS OLD)

PARENTS (MOSTLY THOSE WHO PLAYED WITH LEGO WHEN THEY WERE CHILDREN.)

PSYCHO DEMOGRAPHIC SEGMENTATION

GEOGRAPHIC SEGMENTATION

LAUNCH STRATEGY

Positioning vs Competition

Partnerships

Communication

Emotional Communication

Types of Communication

IMAGE

ORAL

PRODUCT

LEGO´S MARKETING DEPARTMENT

Gonzalo Sánchez Martínez

Rafael Santiago Molina Sanz

Miguel Mateos Martín

Cristina Giménez Martínez

Carlos Mayoral Itarte

Andrés Sánchez-Izquierdo

THANK YOU FOR YOUR ATTENTION