LEGO
Westfield Malls
Lego used StoreBoost to drive incremental customer visits to their Westfield Stratford store outside of peak times. The campaign ran after the summer school holidays and featured 5 separate ads with dynamic messaging to encourage visits to the store.
Results
Dynamic Ads - Offers and sign-ups with live queue time
Total impressions delivered 534,528
+12.8% increase in all product sales
Ad recall on digital screens 63%
Awareness of store location +30% during campaign
The campaign ran with 4 different ads. The creative included these dynamic elements;
Direction to store
Messaging to direct shoppers to store
Queue time – Low / High
Indicating when footfall was low to motivate consumers to come now
Creative
Research
As part of the test and learn we undertook ‘dipstick’ brand research during and post the campaign. We interviewed 30 customers during the campaign and 31 customers post campaign in the mall asking them a set of 11 questions.
Questionnaire
During campaign
Post campaign
Change
First mention brand awareness
48%
+27%
75%
Spontaneous ad awareness
66%
48%
+18%
Prompted ad attribution (digital screens)
16%
+27%
43%
Lego purchase intent
74%
+9%
83%
Store location awareness
23%
53%
+30%
Ad recognition