LEGO woos kids with Twin Tower in-store installation

Lego, the popular toy brand, recently launched their new Lego Championship to attract the kids and this innovative in-store installation to attract their TG. The brand highlighted the concept of throwing the challenge of creating the tallest Lego tower with the help of a large dummy of the Twin Tower in Malaysia.

Executed by SAB Creations, the campaign's objective was to create time-bound challenge with Lego in India and improve the touch-feel of lego products to a much larger audience, and highlight Landmark to be the first retailer to send winners to LEGOLAND Malaysia as their reward. The in-store activity was carried out in five Landmark stores across Mumbai, Bangalore, Chennai and Hyderabad.

Balaji Murugesan, Director SAB Creations shares, "Our prime job was to create awareness of the activity at store level and it was a challenge to build the tallest Lego Tower in stipulated time frame. It is a complete unit made of MDF, Acrylic, Sunpack and MS support. It took our team four days to crack the theme along with the concept of creating Twin Towers one of the landmark destinations in Malaysia and link it with the competition because it is the ultimate destination for the winners as reward of the championship. Our biggest challenge was manufacturing the same in Mumbai and dispatching. So, everything was made in a way that it fits into one big box and reach the destination. All units were made to interlock and in a knockdown condition to ensure best and easy way to execute at site, with minimum volume-matic space in logistics.”