LEGO, Adults Welcome.
An experiential Alexa Skill campaign.
4x 20-minute soundscapes +
1x sonic logo +
6x podcast ads
= 80+ minutes of original content
CHALLENGE
Stuck at home and drained from screen time, the events of 2020 created a demand for safe meditative outlets.
Many found solace and took a break from the world by building with LEGOs.
LEGO wanted to enhance this experience and find an innovative way to engage fans to deepen brand loyalty.
SOLUTION
Conde Nast and LEGO partnered with Wrong Creative to build an immersive branded Alexa Skill that expanded the meditative state of LEGO building, to transport the user in space and time.
Wrong crafted 4x 20-minute cinema quality soundscapes to engross LEGO fans in an infinite loop of world building. Based on actual LEGO sets, we transported adults to the banks of the Yamuna River at the construction site of the Taj Mahal all the way to a galaxy far far away on the Millennium Falcon. We had a team of specialized creative directors, script writers, sound researchers + historians, engineers, foley artists and voiceover artists on each soundscape.
Conde Nast built a media plan that included digital, social, podcasts and print advertisements to drive consumers to the Alexa Skill on their Amazon or Google devices.
In addition to the soundscapes, Wrong produced 6x 30-second podcasts spots to run on SELF, Vogue and WIRED. We also created LEGO’s signature sonic logo.
“ALEXA, Open LEGO Moments…”
Alexa Skill also available on Google devices.
Millennium Falcon.
You’re in a galaxy far far away aboard the Millennium Falcon exploring new planets, battling TIE fighters, and traveling in hyperdrive with your comrades Chewie, R2-D2 and BB8.
Taj Mahal.
You’re drifting down the Yamuna River in 1632 to the construction of one of the World’s greatest wonders - the Taj Mahal. You hear the sounds of workers speaking Hindi, elephants carrying materials from far away lands, and the delicate chiseling of marble that took place over more than 20 years.
Dream Garage.
You’re inside the garage of every gear heads’ dream, complete with a Harley, 1970s Charger, Porsche 911 GT, and Volkswagen Beatle. You listen to the purring engines of the exclusive vehicles in the shop, the torquing of wrenches, air jacks, buffers, and the banter of the garage.
Empire State Building.
You’re at the corner of 34th and 5th Avenue in New York City as one of the most iconic structures in the city’s skyline is erected. You start at street level, listening to the Manhattan hustle of people and taxis but you slowly move up as each new floor is added. Listen to the hot steel beams being laid and the workers having iconic chatter fitting for 1930.
Podcast Ads
Wrong Creative created 6x 0:30 podcast ads that ran across Conde Nast owned podcast channels including SELF, Vogue and WIRED.