To celebrate Star Wars Day (May the 4th) and the 20th anniversary of LEGO® Star Wars™, we wanted to create a standout experience for all LEGO® fans.
We activated an interactive experience to the public at Westfield Chatswood over a weekend of fun where the public helped unbox and build a super-sized LEGO® Star Wars™ X-Wing alongside LEGO® Star Wars™ Creative Director Jens Kronvold Frederiksen and LEGO® Certified Professional Builder Ryan McNaught – more commonly known as Brickman, co-host of LEGO® Masters Australia.
The public also had the opportunity to make-and-take an exclusive X-Wing, have a look at a variety of LEGO® displays and partake in fun LEGO® Star Wars™ trivia.
On the last day of the activation, we transformed the giant X-Wing LEGO® box into a replica of Jens’ workshop for visitors to get a glimpse of where he makes his designs.
- 2,000 visitors across 2 days
- 111 pieces of coverage with 29.5 million direct impressions
- • 30% uplift in retail sales across the centre during the activation period