LEGO Shopping Centre Roadshow Brand Ambassadors and Costume Characters | UK Tour

01

The brief

After working with us on previous campaigns, LEGO commissioned us to manage and implement its UK-wide shopping centre experiential roadshow.

The goal was to engage families and children, giving them the chance to step into the LEGO world, build giant models and explore the brand in an interactive space set up inside selected shopping centres across the UK.

03

The team at every location

• Brand ambassadors: ran the model building and welcomed families into the space.
• Event managers: led each location on the day.
• Costume characters: drew families in and posed for photos.
• Rigging and installation staff: built each experiential space.

We supplied brand ambassadors and Executional event managers at each location, so every space had people to run the building activity and someone in charge on site. Every member of staff was fully DBS checked for safety and reliability.

Costume characters joined the team at every shopping centre on the tour, giving families another reason to stop and take a photo.

06

Why it works

LEGO came back to us after earlier campaigns, and the roadshow ran on that footing: one agency handling the build, the people and the reporting, with DBS checked teams and an event manager at every centre. The well coordinated set-up and management kept each location running smoothly for the families who came to build.

04

Out of hours set-up

Our rigging and installation staff built each experiential space out of hours, keeping disruption to each shopping centre to a minimum and making the set-up as efficient as possible.

05

How it ran

• Management: all promotional spaces and teams run by us.
• Support: 24/7 cover for every location on the tour.
• Reporting: a detailed web-based platform tracked key information from each stop.
• Feedback: staff fed back through the same platform, so the tour could be adjusted and improved as it ran.

We managed every part of the promotional spaces and the teams working in them, with 24/7 support behind every location so any issue could be dealt with promptly.