Lego Fires-up the Imagination (a Lesson in Point-of-sale)

The Point of Point-of-sale
Recently we wrote about adidas’ augmented reality campaign for their Originals product line. Augmented reality is fast becoming a ‘must-have’ for any brand designing an integrated campaign – especially those with a customer interface such as retail. Lego has recently launched an augmented reality point-of-sale system that blows traditional POS out of the water. We’ve coined the term ‘Brandticipation’ – which describes a sense of heightened anticipation created by a great brand experience or a brand’s reputation. If the role of point-of-sale is to engage the customer at the point of purchase and create brandticipation to positively influence their decision to buy, Lego’s new augmented reality POS must be one of the snappiest examples anywhere in the world.

Combining augmented reality technology on their packaging with an in-store display, when customers hold the Lego box-up to the display, it shows an animated 3D model of the completed set on top of the box. Talk about bringing the product to life – this POS literally allows the Lego to sell itself. The combination of interactivity and unexpected wonder are guaranteed to wow anyone under 10 (and some of us well above), pushing the ‘pester your parents ’til they buy it for you’ button that comes standard on all kids.

Two things stand out for me in the stacks of videos of these Lego boxes on the internet; the first is that they are all posted by customers – consumer’s who’ve been knocked-out by the in-store experience, and the second is the number of adults who are playing with the POS. For every over 10 who’s moved to snap a video on their phone and post it to YouTube, there must be hundreds of under tens whipped into a frenzy of Lego obsession.

Kudos to Lego – I consider that to be a remarkable point-of-sale experience.

If your brand lives in the world of retail and you’d like to chat about how you create a stand-out presence in-store, give us a call – we’d love to share our thoughts with you.

David Ansett, Brandamentalist
For daily updates of our brand thinking, follow me on Twitter

Brand Designer

23 Comments

    • Jeremiah Harris

      Have you seen the advertisement of the cartoon LEGO? It’s amazing. It also uses AR technology. Lego progressively develops in the field of AR from digital boxes in the store to advertising in public places. I think it’s cool for attracting new customers. Did you know how it appeared ?

  1. This augmented reality technology has a genuine ‘wow-factor’. Even these poor quality, customer shot videos capture the level of brand driven excitement. Welcome to the new age of brand experience.

  2. While I agree that the AR kiosk has certainly been a valuable marketing addition in-store for Lego, I want to suggest that there is still a problem with the overall engagement in-store. On SEVERAL occasions I have gone with my 9 year old Lego-maniac son into our local store and had clerks discourage him from picking up boxes to try it out on to witnessing them bark at other kids for doing the same. The feeling is very much that the sales associates don’t appreciate having products picked up and “played” with. There is still a major gap here in experiencing the product, technology, and how they connect with their core customer. I say good for them for being early adopters, but this needs additional refinement.

  3. Melissa, you prove the greatest truism of brand – a brand experience is only as good as its weakest delivery point. Here the issue is not with Lego, or with their AR POS system, but with third third party partners at retail. Seems like Lego need to implement an education road trip to make sure their retailers re delivering the Lego spirit.

  4. One point of clarification… it is a LEGO store here in the US – not third party partner for them. As for the Legos themselves… my toy room floor littered with them proves we are still brand loyalists in this household. 😉

  5. Melissa, Point well made! If anyone from Lego is reading this blog – you couldn’t ask for a more perfect clarification of where the brand and POS campaign are falling down at the touch point. Looks to me like Lego’s HR/staff training program might have gone-off the brand rails.
    The sub-text is: how many brands can boast so much loyalty, that when they stuff-up at the coal face, the customers remain loyal – rightly miffed, but loyal.
    Thanks for your input to the discussion.

  6. Absolutely! I’ve enjoyed the discussion… in fact we’ve mentioned Lego in our own blog. Follow the url at the end of my email address if you want to read it. 🙂 It was a post from December 13th.

    I enjoy reading your blog.

    • Hilarious Marcus – it does get the mind boggling.
      Sure this will still require a sales person (and the right type of sales person if you read some of the comments above) – but it’d have to make the sale that much easier.

  7. Great find, I think that augmented reality on toys and other products that are best experienced out of box are going to be a smash hit before long. There’s nothing quite like actually engaging with the product and seeing it assembled as you’ll use it. Two questions- are these augmeneted reality models to scale with the box? IE, if a wing goes the width of the box in augmented reality is it the same IRL? And are the doors, hinges, etc able to be manipulated?

  8. This is an absolutely awesome idea for how to create in-store theatre and product engagement! I can totally understand the sales power of this tool. And the best thing is that this POS tool is so totally in line with the Lego brand and brand promise. Well done Lego – and well done you guys for sharing!

  9. Hi Michael, I’ve always assumed the AR models are to scale, but I’m pretty sure you can’t physically manipulate them other than by tilting the box. It really does take interaction to the next level.

  10. Cheers Linda, you’re right – this really is the next great leap in point of sale promotion. What I find realy interesting is some of the feedback that as it plays-out in-store, the retail staff are undermining the customer experience. A great reminder than branding is a constant 360 degree, every gesture, every day activity.

  11. 12.12.11 A very festive brand gesture from Lego – masters of brand developmentCorner Of The Circle | Corner Of The Circle

    […] masters of brand building and capturing the spirit of play. In the past we’ve written about Lego’s augmented reality point of sale innovation, Lego obsessed brand fans, the Lego CEO’s brilliant business card design, and the link between […]

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