For Harry Potter fans, 2018 was a huge year. The highly anticipated Fantastic Beasts sequel The Crimes of Grindelwald was finally set to be released. Our challenge was to launch these new products amongst a huge volume of overall Harry Potter noise – and drive £8.9m in incremental consumer sales by putting LEGO at the centre of the Wizarding World for kids and older ‘Potterheads’ alike.
We discovered plans to air the previous Harry Potter films over concurrent Saturday’s in order to drive excitement and anticipation ahead of the new release. Given the cultural power of these films, we knew that conversations would be starting in playgrounds and office kitchens alike – so we decided to recreate iconic scenes from the films, recreate and animate them using LEGO Wizarding World products, and then air the content in the ad breaks for the Harry Potter films, over concurrent Saturdays.
We managed to create something for LEGO that added to the Harry Potter buzz, in a way that only LEGO could. We had a tough challenge to drive £8.9m in incremental sales across 2018, but through this activity we managed to drive those incremental sales in a single quarter.