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Friends Experiential Roadshow


Friends Experiential Roadshow for LEGO


Lego commissioned Triangle to produce a series of experiential roadshows throughout the year - interacting with children, demonstrating the new girls product range LEGO Friends. The aim was to introduce girls to the world of Olivia and her friends in Heart Lake city - the brand reaching out to engage with current and new consumers, boosting product knowledge and increasing LEGO club membership.


The logistics were meticulously planned, while the roadshow team absorbed all details of the product to become brand ambassadors! The team launched at London’s Westend Live in June. The event was such a draw we had to carefully manage the crowds.


The road show then ran for 6 months and appeared in malls, retailers and leisure parks across the nations – from Kent to Edinburgh with many places in-between.


The results were beyond all expectations in terms of customer feedback, footfall and sales uplift. Another ROI winner!


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