{"id":1293,"date":"2016-10-14T06:41:57","date_gmt":"2016-10-14T06:41:57","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/um-australia\/"},"modified":"2017-12-26T23:52:07","modified_gmt":"2017-12-26T23:52:07","slug":"um-australia","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/um-australia\/","title":{"rendered":"UM Australia Makes Lego the Star of this Year’s MFA Awards"},"content":{"rendered":"

By Arvind Hickman<\/a><\/p>\n

UM’s ‘Make Lego the Star of Christmas’ was the star of the MFA Awards, picking up three awards and the Grand Prix.<\/p>\n

The hit campaign, executed with partners Ensemble and One Green Bean, encouraged families across the country to design their own Lego Christmas tree topper with winning designs featured on a Lego TV ad.<\/p>\n

It netted a gong in the IT and Consumer Durables category; Best Media Innovation; Best Integrated Paid, Owned and Earned Communications; and the Grand Prix.<\/p>\n

Judges described the work as ‘inspiring’ and\u00a0one of those\u00a0‘I wish I had thought of that’ ideas. “Lego played to its strength, which is that they exist in most Australian households, however deciding to expand into enhancing a cultural truth – that building the Christmas tree is a family ritual – was a smart move and helped to make the brand relevant,” a judge remarked.<\/p>\n

The campaign was credited with a 287% increase in social engagement and 18.8% increase in YOY sales.<\/p>\n

Lego also won Marketing Team of the Year, capping off a huge night for the toy brick company.<\/p>\n

There were 14 different agency winners from 63 finalists<\/a>, highlighting the spread of great work across the industry. The awards are judged by more than 100 of the industry’s finest from media agencies, clients, media owners, vendors and more.<\/p>\n

Read the entire story here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

UM’s ‘Make Lego the Star of Christmas’ was the star of the MFA Awards, picking up three awards and the Grand Prix.<\/p>\n","protected":false},"author":44,"featured_media":1515,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"\nUM Australia Makes Lego the Star of this Year's MFA Awards - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/um-australia\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UM Australia Makes Lego the Star of this Year's MFA Awards - 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