Following the successful launch of its LEGO VIDIYO music video making platform this month, The LEGO Group is ‘continuing to encourage good vibes’ with the launch of three ad spots during the final of ITV’s The Voice UK this weekend.
The three 20 second spots – all of which will air during the first advertisement break of the final on Saturday, March 20th – will feature L.L.A.M.A, the first live action human version of a LEGO Minifigure, based on the DJ Llama minifigure from the LEGO VIDIYO Tropicon BeatBox.
L.L.A.M.A recently signed a global record deal with UMG label, Astralwerks and released the debut album Shake, featuring Ne-Yo and Carmen DeLeon.
LEGO VIDIYO sees physical and digital play come together as special effect BeatBits and music inspired minifigures integrate and come to life through AR in a vibrant new app, giving kids the tools to direct, produce and star in their own music videos.
A successful launch campaign for the new initiative has so far encompassed TV, VoD, OLV, interactive video, and paid social marketing. A below the line creative campaign called #VIDIYOVibes has also been playing out across PR, social, talent and influencer channels.
The creative of the TVCs depicts the backstage adventures of L.L.A.M.A, who’s seen stumbling across coach Olly Murs’ dressing room. He will be seen swiftly changing the name on the door to read “L.L.A.M.A”, then settling himself down to imagine what life sat on the big red chair would be like.
After taking his chance and pressing the red buzzer, he spins around to find himself immersed inside the world of LEGO VIDIYO. We see L.L.A.M.A surrounded by dancing Minifigures while wild and wonderful special effects fill the stage… before we zoom out to see he’s actually been making his own music videos in the LEGO VIDIYO app the whole time.
Head of marketing UK and Ireland, Marius Lang, said: “It’s been a very exciting time for the LEGO Group with the launch of LEGO VIDIYO, combining new technology with the much-loved LEGO system in play. As a brand, we’re focused on celebrating the creativity and imagination of children and so we’re incredibly proud of this new innovation that fuses the worlds of music and play, providing kids with a brand new, fun and safe way to express themselves creatively.
The Voice UK spots are a really exciting culmination of our successful through-the-line integrated launch campaign and we’re looking forward to tuning in on Saturday, March 20th to see them air.”
Bhavit Chandrani, ITV Director Digital and Creative Partnerships, added: “This work with the LEGO Group really shows the kind of creative opportunities available to brands to be part of ITV’s big Saturday night shows, reaching an engaged mass audience.
“The spots work perfectly with the programme and I’m sure will resonate with viewers of ‘The Voice UK’ final.”
The TVCs have been created and developed by the LEGO Group’s internal agency, the LEGO Agency and placed by media agency Initiative.
As well as three 20 second spots during the final of the Saturday night, the campaign will be amplified online, with social content running across ITV’s The Voice UK social channels, LEGO channels and the Instagram channel of L.L.A.M.A. himself (@musicbyllama).
In the week following the final, a 30 second amalgamation will drive engagement across paid, using social, OLV (targeting those watching ‘The Voice UK’ content on YouTube), and BVOD (targeting those watching the show on catch up).
The ITV activity follows #VIDIYOVibes, a creative campaign led by agency Engine Mischief spanning across earned media, talent and influencer channels, the LEGO digital and social ecosystem and a number of kids media partnerships.
#VIDIYOVibes encourages kids and families to overcome the limitations of the past year and feelings of FOMO (fear of missing out) and instead join a movement of FOCOs (Finders of Creative Opportunities), with a little help from ‘Strictly’ finalist and singing sensation HRVY, Capital FM DJ and ‘I’m A Celebrity’ star Roman Kemp and music icon and mum of five, Sophie Ellis-Bextor.