Lego Direct Mail Campaign

Inconnection crafted a creative direct mail campaign to support a new software launch for a client, tying into securing unstructured data. We brought a tactile, engaging, and thematic solution to their offering through the corporate gift send, ensuring smooth execution across multiple international markets.

Brief

The marketing come to us with a strong concept, offering structure to unstructured data, that needed an equally powerful direct mail campaign to support it. The direct mail also needed to be distributed to up to 400 contacts across the UK, EU, UAE and Africa, without going over the allocated budget per send.

Solution

We worked with our client to find the perfect fit for their messaging by find something that started “unstructured” and required assembly, the answer? Lego. Offering a few options, a bespoke F1 Lego racing car was selected, aligning with themes of speed, structure, and innovation.

From previous campaigns we knew we couldn’t go direct to Lego and pivoted quickly. We explored and vetted bespoke Lego design suppliers and selected an EU based design and production team. This supplier offered creative flexibility and logistical efficiency, enabling us to split shipments to both our EU and UK fulfilment hubs, significantly reducing costs and customs complications for the client.

To further enhance the campaign and stay true to the "unstructured" theme, we added branded Tony’s Chocolonely bars, chosen for their irregular, chaotic chocolate segments. This added a thoughtful touchpoint, reinforcing the product launch messaging while offering an indulgent surprise for recipients.

We provided the logistics, fulfilment, and multi-region distribution for the kits, sending over 300 boxes out as part of the campaign to contacts in the UK, EU, UAE and Africa.

Branding Touch Points:

  • Lego box sleeves
  • Custom F1-style Lego racing car
  • Branded stickers for the Lego build
  • Tony’s Chocolonely bar wrappers
  • Notecards
  • Branded shipping boxes

Outcome

The client had an overwhelming positive response to the send and have booked in several high value sales calls, garnering interest from the recipients. Speaking with the EMEA program manager, they said:

‘Inconnection are great to work with and everything progressed very smoothly. They guided us expertly through the process with clear timelines and expectations, allowing us to deliver the campaign on time.’

Want to learn how Inconnection could support your next incentive? Speak to one of our event experts to get a bespoke proposal matched to your exact needs.