AND SO WE WON THE PITCH FOR THE ANNUAL SUPPORT OF LEGO IN RUSSIA. IT WAS THE EASIEST PART.
NOW WE HAD THREE GENDER HOLIDAYS, TWO WEEKS FOR PREPARATION, AND ONE MAIN GOAL — TO PUT LEGO ON THE WISHLISTS OF ADULTS.

FEBRUARY 14TH IS A TIME WHEN MANY PEOPLE THINK ABOUT ROMANTIC TRIPS.

TOGETHER WITH AVIASALES (AIRLINE TICKET AGGREGATOR), WE CREATED A SPECIAL PROJECT WHICH HELPED COUPLES TO CHECK HOW WELL THEY PREPARED FOR TRICKY SITUATIONS THAT CAN HAPPEN IN DIFFERENT COUNTRIES.

THE LOVERS HAD TO PASS THE TEST SEPARATELY. EACH QUESTION OFFERED TO CHOOSE WHAT TO DO IN A GIVEN SITUATION. AT THE END OF THE TEST COUPLE GOT THEIR TRAVEL-MATCH RESULT BASED ON MATCHED ANSWERS AND THE RECOMMENDATION TO CHOOSE ONE LEGO ARCHITECTURE SETS WITH WHICH IT IS SIMPLY IMPOSSIBLE TO GET INTO A TROUBLE.
SHARING THE RESULT, USERS GOT THE OPPORTUNITY TO WIN LEGO SETS AND AIR TICKETS.

RUSSIA HAS A DAY WHEN ALL WOMEN GIVE GIFTS TO THEIR MEN. BUT IT’S NOT SO EASY TO COME UP WITH A PRESENT THAT A MAN WILL LIKE. THAT’S WHY LEGO DECIDED TO GIVE MEN THE OPPORTUNITY TO HINT TO THEIR LOVED ONES ABOUT WHAT THEY WANT…

IT WAS ENOUGH TO LEAVE A COMMENT UNDER THE POST ON THE LEGO’S INSTAGRAM ACCOUNT WITH THE DESIRED SET AND WRITE THE NICKNAME OF THE GIRLFRIEND.
THE COMMENTS WERE AUTOMATICALLY BROADCAST ON THE LARGEST DIGITAL SCREEN IN THE COUNTRY. SO IT WAS SIMPLY IMPOSSIBLE FOR THE GIRLS NOT TO NOTICE THE HINT.

TOGETHER WITH YANDEX. MARKET (THE LARGEST MARKETPLACE IN RUSSIA).

THE LEGO BRAND MADE A UNIQUE WEBSITE THAT WORKED ONLY WHEN THE INTERNET WAS TURNED OFF.
THE MORE TIME A USER HAS SPENT WITHOUT THE INTERNET, THE MORE COOL SET USER COULD GET!

IN THREE WEEKS, SALES OF COLLECTION LEGO FOR ADULTS INCREASED BY 13%, MORE THAN 18,000 MEN HINTED TO THEIR LOVED ONES ABOUT THE COVETED LEGO SETS, AND MORE THAN 2,5 MILLION PEOPLE PARTICIPATED IN OUR SPECIAL PROJECTS.