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Gen-Z Parents Media Opps: Lego launches music video maker
According to UK-based CMO Julia Goldin, Lego has "a lot of exciting plans" regarding music. Lego VIDIYO, an AR-themed tie-in app that allows users to create their own music video ads, just debuted. Keep an eye out for more ad support for this new service and for new music-related product launches.
ISpot reports Lego has spent approximately $3.5m on TV commercials so far this year, around a third of the approximately $10.7m it had spent by this point last year. The company ended up spending approximately $106.8m on this channel in 2020, up 39% from the approximately $76.7m it spent in 2019. Lego's 2021 commercials have targeted kids watching programs such as SpongeBob SquarePants, The Loud House, The Amazing World of Gumball, Teen Titans Go! and DuckTales.
According to Pathmatics, the company has allocated roughly $1.8m toward digital ads so far this year, down 22% from the roughly $2.3m it allocated within the same 2020 timeframe.. Lego's estimated full-year 2020 spend dropped by 19% to $17.1m from that of $21m in 2019. It has earned around 291.7m digital impressions YTD via Instagram (75%), desktop display (12%), desktop video (11%) and Twitter (2%) ads.
As I briefly mentioned, Lego's spend may pick back up in order to promote VIDIYO and the other music-related product launches it will soon debut. The company tends to target kids, and its reliance on Instagram ads shows that it's also targeting Gen-Z parents. To do so, it likely also utilizes OTT. Per Kantar, Lego does additionally invest in print (magazines) and local broadcast but hasn't invested in OOH or radio since 2019.
Agency & martech readers - Since Lego has worked with media AOR R/GA NY (digital).