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LEGO approached us to target families for its LEGO Technic range in the lead-up to Christmas. With strong access to family audiences, we were ideally positioned to drive brand awareness among this key demographic. Using our proprietary intelligence suite powered by Automatic Number Plate Recognition (ANPR) technology, we segmented and activated this audience with precision — ultimately exceeding the campaign’s target impacts by 30%.
6m+
total impacts delivered
129%
of target impacts achieved
174,000+
vehicles triggered by ANPR
The Challenge
LEGO Technic, aimed at families with children aged 6-12, enables the construction of complex, functional vehicles. In a cluttered seasonal market, LEGO Technic needed a high-impact way to reach its core demographic of school-age children and pre-teens (6-12). The goal was to ensure maximum 'brand awareness' during key family travel windows while minimising spillover to non-relevant audiences.
The Solution
MSAs already provide access to 70% of families nationwide. By covering October half-term, when MSAs see 10% higher footfall, we ensured maximum possible audience reach. What’s more, we identified which MSAs receive the highest volume of family vehicles, allowing us to strategically tailor and deploy creative to the screens with the greatest concentration of relevant footfall.
Our intelligence platform powered by Automatic Number Plate Recognition (ANPR) dynamically directed the campaign towards young families. By indexing YouGov data against specific vehicle makes and models preferred by families with children aged 6-12,we deployed a vehicle-reactive campaign. Creative was triggered only when high-probability 'Family Vehicles' entered the MSA, ensuring that everyone of the 174,000+ triggers was a qualified brand opportunity.
The Result
The strategy delivered a massive 129% over-performance against target impacts. By focusing on MSA sites that over-index for young families, we achieved 6m+ high-intent impressions exactly when and where parents were most likely to engage with premium toy categories.
The campaign underscores the significant audience reach MSAs provide, demonstrating how precise, real-time targeting can effectively capture attention and drive engagement within a competitive market.
