This month, The LEGO Group successfully launched LEGO® VIDIYO™ - a playful and innovative music video maker experience supported by a series of BeatBoxes, Bandmates, BeatBits and augmented reality - designed to celebrate and expand children’s creativity through play and music. The launch was supported by a comprehensive through-the-line marketing campaign including; TV, VoD, OLV, interactive video, kids safe social media and paid social. In addition, a below-the-line creative campaign called #VIDIYOVibes played out across PR, Social, Talent and Influencer channels. The LEGO Group is now continuing to encourage the good vibes via three 20 second spots airing in the first advertisement break of the final of ITV’s prime time family favourite ‘The Voice UK’, airing on Saturday 20th March 2021.
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 20th March to see them air.Head of Marketing UK & Ireland, Marius Lang
The spots feature L.L.A.M.A, the first ever 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 debut single “Shake” featuring three-time GRAMMY® winner NE-YO and newcomer 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.
The fun and smile-inducing creative of the TVCs, depicts the backstage adventures of L.L.A.M.A, who’s seen stumbling across coach Olly Murs’ dressing room. We see him 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 colourful and creative world of LEGO® VIDIYO™. We see L.L.A.M.A surrounded by dancing Minifigures and see wild and wonderful special effects filling 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.
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.Bhavit Chandrani, ITV Director Digital & Creative Partnerships