INSIGHT
China has an unsavory reputation for being the world’s largest producer of fake and copycay products. It is estimated that over 70% of counterfeit goods in the global market originate in mainland China. It is something that the government has been continually cracking down on, but remains a major hurdle for international brands hoping to enter the market with their IP.
Outside of the Tier 1 city central business district, it is not uncommon to see homegrown counterfeit brands sold alongside the real thing for 1/6th of the price. One of the fastest growing categories for domestic fake products is toys; which is scary not just for a brand, but for parents who want to ensure what they are buying their children is safe.
STRATEGY
While the LEGO brand is a household name in the West, it has only had a presence in mainland China since the late 2000s. Due to the late entry there are countless domestic brands that sell small plastic bricks — many of which are hard to discern from the real thing.
However, the LEGO brand has a strong commitment to safety and quality standards that local copycat brands cannot meet. Many of their toys being treated with harmful chemicals and released with sharp or uncut edges.
While the bricks may look the same to the untrained eye, all 19 billion elements the LEGO group produces is stamped somewhere with the brand name. We wanted to educate parents that wasn’t just our trademark; it was our signature. Find it.
DIGITAL/SOCIAL
The main KPIs for the campaign were awareness and understanding. Digital media was by far the most effective way at driving both. We utilized :15 pre-roll video ads across popular online video platforms that achieved 3+ reach goals and beat CTR benchmarks. We also engaged with parent KOLs for the first time and utilized popular micro-blogging site ZhiHu where our devoted adult fans helped spread our message on how to differentiate real LEGO elements from the knockoffs.
OUT OF HOME
In Tier 1 cities, we utilized high-traffic metro OOH to further increase reach. Each poster included a QR code that linked directly to our campaign hub where users could learn more about the LEGO brand and why our trademark was worth protecting. Ahead of the Shanghai Toy Fair, the largest industry event in Asia, we blanketed the metro station outside of the expo center with our posters. Reminding copycats — who were also sure to be inside — that the LEGO brand was not playing around.
RESULTS
Follow-up surveys revealed those whom had been exposed to the campaign had extremely high recall and understanding of the campaign messaging. The campaign was one component of a brand legal strategy that helped win final decision in a major IP infringement case against one of the largest copycat brands in China. The campaign has since been elevated and translated to other APAC markets to continue the fight.
My role: lead campaign strategy, designed digital connections plan and co-lead creative execution.
Animation: MediaMonks, Media: Initiative Junior