The Web Marketing Association is proud to present this 2019 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Toy & Hobby Rich Media Online Ad
It’s impossible to read or watch an adventure set in the Harry Potter universe and not dream of having magic powers of your own. And while LEGO Systems can’t promise the ability to levitate, they can empower users to cast their own magic spells – thanks to the power of in-unit voice commands in a unique new campaign powered by true[X].
In this experience, users are invited to explore a new line of LEGO Harry Potter building sets. The only problem: the unit is haunted with monsters such as Dementors and Aragog the spider.
The only way to help Harry and his friends navigate the unit is for the user to actually cast spells into their device’s microphone. After driving away monsters, users are free to explore the collection of new LEGO Harry Potter building sets.
Users spent 54 seconds with the unit, which had a CTR of 4.7%.
Regarding the impact of this unit, the brand director said:
"As video consumption habits shift across platforms, finding new and creative ways to engage audiences was a key objective in our marketing strategy to introduce our newest LEGO Harry Potter building sets. Using the power of voice and putting users in control of casting their own spells proved to be an effective creative hook that exceeded our expectations in terms of engagement, both in time spent and click through rate."
In addition to engaging users, the unit engaged a new generation of spellcasters to also become building wizards.
Contributors:
| Brand Director, LEGO Systems Inc.: | Mike Ilacqua |
| Brand Director, LEGO Systems Inc.: | Chelsea Albright |
| Director of Products, true[X]: | Jim Richardi |
| Director of Creative Strategy, true[X]: | Brian Cullen |
| Executive Producer, R/GA: | Matt Van Dzura |
| Associate Director of Strategy, R/GA: | Allie Walker |
| Group Director of Digital Partnerships, Initiative: | Lindsay Kaufman |
| Group Director of Communications Design, Initiative: | Jennifer Hourigan |
| Senior Art Director, true[X]: | Matt Gallo |
| Senior Account Executive, true[X]: | Kristina Bornholdt |
TRUE[X]
Location: United States