Listening to Lego with Global and On Device Research

In 2021 Global ran Lego’s first audio campaign; a digital audio and podcast partnership to position Lego adult sets as way of bringing ‘Joyful Focus’ during the lockdown at the start of the year.

Lego had never used audio before which meant Global had just one opportunity to show them audio could work for such a visual product. This meant providing a compelling and unique post-research study to demonstrate not just the impact of the campaign, but the contribution of each audio element made. We wanted to grow both ours and Lego’s knowledge and understanding of the role audio could play and show Lego that ears could play a bigger role than simply being a receptacle for the noises made when someone stood on a mislaid brick. This would be an industry first as the individual contributions of a digital audio campaign had never been measured in this way before.