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Bringing the Magic of LEGO to Life: A Nationwide Tour of Creativity and Fun for Families

Following our successful collaboration on previous campaigns, we were commissioned to manage and implement LEGO’s UK-wide shopping centre experiential roadshow. The campaign aimed to engage families and children, offering them an opportunity to immerse themselves in the LEGO world by building giant models and exploring the brand in a unique and interactive environment.

Campaign Strategy:

  • Nationwide Experiential Spaces: Set up engaging LEGO experiential spaces within selected shopping centres across the UK, catering to families and children.
  • Interactive Model Building: Enabled participants to engage directly with LEGO products by constructing giant models, fostering creativity and fun.
  • Professional Staff Management: Utilised fully trained brand ambassadors and EXECUTIONAL event managers at each location to ensure smooth operation and optimal engagement.


  • Out-of-Hours Set-Up: Provided rigging and installation staff to create experiential spaces, working out of hours to minimise disruption and maximise efficiency.
  • Comprehensive Campaign Management: Managed all aspects of promotional spaces and teams, offering 24/7 support to address any issues promptly.
  • Ensured Staff Excellence: Ensured all staff were fully DBS checked for safety and reliability, maintaining high standards of professionalism.
  • Real-Time Feedback and Reporting: Implemented a detailed web-based reporting platform for tracking key information and gathering staff feedback, allowing for ongoing improvements and adjustments.


The LEGO experiential roadshow was a resounding success, captivating a wide range of audiences, especially families with children. The campaign provided a memorable and interactive experience, deepening participants’ connection with the LEGO brand. The well-coordinated setup and management of the events ensured seamless operations and high levels of engagement, reinforcing LEGO’s reputation as a brand that promotes creativity and fun.


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