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Build for Real

LEGO Marketing

Issue 49 | December 2018

Background

LEGO Technic is the advanced building system that allows older kids to build complex LEGO models full of working mechanical features and functions. The latest of these models was a 3,599 piece, 1:8 scale model of the iconic Bugatti Chiron. LEGO Technic’s positioning is centred on the thought of ‘Build for Real’, which is both a consumer promise and a directive for internal model development. LEGO Technic needed a campaign that would raise the awareness of this relatively niche LEGO product line and bring ‘Build for Real’ to life.

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