A very festive brand gesture from Lego – masters of brand development

It’s not new news that we are big fans of the Lego brand. As a brand with a relatively limited core product Lego are impressive 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 Lego and NASA’s space probe, Juno. So as the festive season approaches, it’s no surprise we find Lego creating more brand magic, this time a 10 meter tall Christmas tree erected in London‘s St Pancras Station.

The Lego Christmas tree is made-up of 600,000 of individual Lego pieces with 170 branches and 1200 Christmas decorations, including some featuring QR codes. The decorations were assembled by hundreds of school kids before being hung from the giant tree – another example of a brand who understands how to engage their target market. The tree took two months to construct, which gave Lego plenty of opportunity to execute an integrated campaign including treasure hunts and other competitions around the tree of children and other visitors to the station.

Images courtesy of the sun and news.com.au

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