LEGO® Masters builds brand awareness and consideration for Wonder White
Wonder White wanted to build their perception as a brand that is 'fresh', 'nutritious' and 'quality', and to grow uplift in their campaign messaging that Wonder White 'helps support active kids'. The aim of their LEGO® Masters integration was to obtain high recall of their brand message and to increase purchase consideration.
The feel-good family format and ratings phenomenon, LEGO® Masters, amplified Wonder White's message of motivating Australian kids to play. Captivating audiences, LEGO® Masters was one of the highest reaching programs in 2019 against the Grocery Shopper + Child key advertising demographic, the perfect platform for Wonder White to partner with and successfully reach millions of Australians in Season 2.
Wonder White sponsored the LEGO® Masters Viewers Choice competition, where viewers could go to the Wonder branded landing page to vote for their favourite build, entering them in the draw to win a share of $100,000. Wonder branded playouts, viewer’s choice broadcast straps, Instagram stories and use of LEGO® Masters IP were all used to help drive viewers to the voting page.
Wonder White successfully leveraged its LEGO® Masters sponsorship to build brand awareness and consideration. A well integrated TVC and clear broadcast integration ensured that viewers were engaged with the sponsorship and understood the role of Wonder White. Over the course of LEGO® Masters viewers were significantly more likely to have purchased Wonder White, and in the process, gaining share from its competitors.
'Wonder White helps support active kids'
Gemba brand health study 2020.