LEGO Grand Store Opening
Picture this: In the heart of the Christmas season, a massive line forms outside a store, not dwindling, but growing for hours. A sea of people catches the eyes of FB users in one of Bulgaria’s biggest malls, sparking curiosity: “Wait, what’s happening? Are they giving away free Legos with a line THIS huge?”
Creating buzz for Bulgaria’s first LEGO store opening may not seem challenging given the brand’s widespread love in our country. When receiving the brief, our team aimed beyond the obvious, aspiring to generate unprecedented excitement and an experience that brought together families, friends and strangers alike.
What we did fulfilled every communication specialist’s dream – an event that continued to be discussed for months afterwards. With a campaign, realised for 10 days, we gathered thousands of people, forming queues that stretched for hours, all eager to step into LEGO’s new home in Sofia.