The Firm Access Agency Envisions Creating Large LEGO Sculptures
Sarah Nazim — May 7, 2012 — Marketing
References: access-agency.net & thecoolhunter.net
Access Agency is a creative ideas firm that works with some of the biggest, world-renowned brands. Their latest initiative is with LEGO. LEGO is not only for children; it has sparked creativity in many adults as well, allowing anyone to create what their imagination desires. It is a brand that is well recognized by all age groups.
The people at Access Agency want to create a street-level LEGO promotion that will surely grab one’s attention by creating massive sculptures and placing them in places that you wouldn’t necessarily expect to find them. Locations such as parking lots, shopping malls, underground garages and even night clubs, are places that will garner the public’s attention. The idea is to create a shock value, and essentially lure the person in to notice and interact with the sculptures, by taking pictures and having the urgency to share them on social networks. This in turn creates a buzz and gets people talking about the brand.
The people at Access Agency want to create a street-level LEGO promotion that will surely grab one’s attention by creating massive sculptures and placing them in places that you wouldn’t necessarily expect to find them. Locations such as parking lots, shopping malls, underground garages and even night clubs, are places that will garner the public’s attention. The idea is to create a shock value, and essentially lure the person in to notice and interact with the sculptures, by taking pictures and having the urgency to share them on social networks. This in turn creates a buzz and gets people talking about the brand.
Trend Themes
1. Street-level Promotions - Opportunity for brands to create large-scale promotional sculptures in unexpected locations for maximum impact and social media buzz.
2. Adult LEGO Creativity - Growing trend of adults using LEGO as a creative outlet, opening up new possibilities for brand collaborations and innovative marketing campaigns.
3. Immersive Brand Experiences - Rising demand for interactive and attention-grabbing brand experiences, driving the exploration of unconventional promotional strategies like giant LEGO sculptures.
Industry Implications
1. Marketing and Advertising - Disruptive innovation opportunity for agencies to offer street-level promotion services incorporating large-scale sculptures and immersive experiences.
2. Branding and Design - Opportunity for designers to create unique and attention-grabbing sculptures that communicate brand messaging and foster public engagement.
3. Event Planning and Entertainment - Innovative event planners can offer clients experiential marketing opportunities through the inclusion of large LEGO sculptures that captivate audiences and generate social media buzz.
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