LEGO's mission is to 'Inspire and develop the builders of tomorrow' - a brand synonymous with quality and excellence. LEGO have a vast product range predominately aimed at the competitive boys toy market. LEGO Friends launched in 2012 to make creative construction toys more relevant for girls aged 5-8. The challenge was to build awareness towards the LEGO Friends range for girls.

The core ambition for this sampling activity was to raise awareness of this relatively new product range. To engage with affluent families to drive acquisition and brand awareness.

LEGO used our targeted 'opt-in' in-home sampling format ensuring less wastage. Day 1: Branded LEGO bags were distributed with the 'opt-in' solution. Consumers were invited to leave the bag outside their homes the following day to participate in the campaign. Day 2: All households were checked - a mini-kit was placed where consumers had opted in. Campaign targeting used a combination of TGI and Mosaic data to reach households within Argos store catchment areas. Consumers also received a mini brochure and an incentive to purchase from Argos.