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 

// Creative

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

 53%
 22%
 +31%