Lego has kicked off a huge outdoor marketing campaign for its Team GB Minifigure range.
The ‘Great Building, Great Britain’ activity will run for four weeks and includes billboard ads in key London locations.
There will be 48-sheet and 96-sheet ads, 31 digital ads, three static ads in the Olympic Village vicinity and one animated billboard at Westfield Shepherd’s Bush.
Each ad will be adaptable depending on the sporting schedule. Lego says this is to ‘ensure the campaign remains timely and on target’.
“The vision was to harness the excitement around this highly anticipated event for the UK whilst combining the inherently fun and light hearted brand values of the Minifigures,” read a statement.
“Targeted at Londoners and visitors to the capital, the outdoor campaign aims to engage its audience with the Minifigure Team GB range during the world’s biggest sporting event.
“The outdoor billboards will also provide great visual content for passers-by to capture and share on social networks.”
The Lego Team GB Minifigures are priced at £1.99 each. There are nine available, including the Brawny Boxer, Stealth Swimmer and Relay Runner.
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