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Challenge l oréal - digital marketing - lego

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Digital marketing challenge organized by L'Oreal and HEC.

Digital marketing challenge organized by L'Oreal and HEC.

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  • 1. Challenge Tristan Michelet Kim-Xuan Nguyen Paul Patrier
  • 2. LEGO’sJourney 2
  • 3. Exemple de slide 3Lego  progress  report  2012  (available  here)  
  • 4. LEGO Group |Core Market Toys Market Lego’s market share Mattel Barbie Fisher Price Hotwheels Hasbro Transformers Marvel Lego groupMarket size 84 milliards $ Lego Market share worldwide 8,6%80% of toys’ revenue stem from 2012 growth +1,5 pointNorth America, Europe and Asia Lego group is the 3rd biggest Toys manufacturer in the world 4
  • 5. LEGO Group |Key figures7 consecutive years of 3 products spearhead the And in france growth! growth worldwide 3 045 2 250 2 150 +25%  752  498  557 +33% 2010 2011 2012 Revenus Revenues Net profit Lego’s Revenues and net profits 5
  • 6. What you need to know about LEGO Lego bricks production Lego bricks sold Connecting with lego 45.7 Lego bricks Billions bricks are owned by every person 3.4 Million produced in Likes on earth 2012 25 Million The number Video views of lego bricks sold in 2012 would reach 87,000 more than 18 times around 4.6 Million Bricks produced per LEGO club minute the world members 6Lego  progress  report  2012  (available  here)  
  • 7. Lego’s DNA We believe that all children in the world have the right to play and learn with products that are safe both online and offline. Lego 7
  • 8. Lego’s digitalprojects 8
  • 9. Many universes… 9
  • 10. ... That enable many interactions 10
  • 11. educational games 11
  • 12. crowd creation 12
  • 13. For almost all ages!User interaction @   creationcommunity Lego Click Digital media Lego Club Channel Lego Channel age 3-12 yo 13-18 yo +18 yo 13
  • 14. What about lego’s competitors?User interaction age 3-12 yo 13-18 yo +18 yo 14
  • 15. 3-12year’s oldEducationalGames market 15
  • 16. “Inspire and develop the builders of tomorrow, anddoing it through play – children’s most important work.That it is how they learn, develop and find meaning inlife. It is one of the most natural and vital activities inhuman life. And it is the business we are in.”Lego « Tablets enable the development of a more intuitive intelligence; children try more and learn by doing. Furthermore, solving small problems helps an hypothetical and deductive intelligence. » Serge Tisseron, psychologist and psychoanalyst 16
  • 17. Pads…The biggest penetration rate increase in technology history 30% Of French households have a TouchPad In 2015, the strongest penetration rate will Strong be in France and in the Scandinavian markets countries Sales are decreasing, but demand for high quality online products is growing 17
  • 18. …And Kids Kids under 12 use pads, 71% 30 % frequently. 76% Parents think its good for their children to accustom with new digital tools 49% Parents think educative applications prevail, 46% give value to educative games 18
  • 19. Children educational needs and associated appsThemes Success stories Themes Success storiesmemory The Wheels on the Bus geometry Play 123 Dr. Seuss StoriesStories Toy Story calculations Team Umizumi MathSounds Little Fox Music Box physics Cut the RopeRead date and time Around The Clock Reading / writing Endless Alphabet Monkey Word SchoolEnglish / French Kidschool : Anglais spelling AdventureGeography Barefoot World Atlas Safety Buildo RescueLogic Kidslogic 19
  • 20. Success stories Cut the rope Toca boca Dragon box Physical principles Every day life initiation Preschool maths250 millions downloads 21 millions downloads Lego is a trustworthy and trans-generational label Our goal : « gather all the family around LEGO apps » 20
  • 21. OUR  RECOMMENDATIONS  
  • 22. Lego’s DNA We believe that all children in the world have the right to play and learn with products that are safe both online and offline. Lego 22
  • 23. Our strategy How to allow all 3-12yo children in the world to be able to play and learn with products that are safe online. Lego 23
  • 24. Our strategy How to allow all 3-12yo children in the world to be able to play and learn with products that are safe online. Lego How to make LEGO exist in 3-12yo digital landscape? 24
  • 25. How Lego will CONQUEER the 3-12yo educationalgames market Welcome Alexandre ! Your next mission in the adventure is to build a catapult. Adventure Build Shop 1. An application Portal 2. Connect digital and reality Lego version of educational Help children understand games success stories connections & boundaries between digital & reality 25
  • 26. Children educational games needsThemes 3-6 6 - 12 Success stories Solve puzzles, chose the rightgeometry shape Build a catapult, build a castle Play 123calculations Feed your pets Give the change Team Umizumi Mathphysics Attack the castle with your catapults Cut the Rope Learn to read and write secretReading / writing Abcdaire messages Endless Alphabet Learn to read and write secret Monkey Word Schoolspelling Write your name in Lego messages Adventure The treasures of theFind An object Where is the dog hidden? Where is the weapon hidden? Mystery Islandmemory Memory Memory The Wheels on the Bus Dr. Seuss Storiesstories Firemen saving pets Famous knights legends Toy StorySounds Animals sounds at the zoo Medieval animals sounds Little Fox Music BoxLogic dominos Decode a crypted message KidslogicRead date and time Lego watch Around The ClockEnglish / French Speak with the Queen Fight against the frog eaters! Kidschool : AnglaisGeography Europe’s medieval map Barefoot World Atlas 26
  • 27. Welcome to lego knights! Welcome Alex! Your next mission in the adventure is to prepare the assault of Lord Nelson’s castle! Adventure Build Shop 27
  • 28. Learn geometry 28
  • 29. Learn how to count Your mission is to buy your soldier’s gear. You have 1000 gold. Will it be enough? 14   14   ?   29
  • 30. Learn Logic We have intercepted an enemi message. Will you be able to ranslate it? Bv tfdpvst ! Opvt tpnnft gbju dpnnf eft sbut ! 30
  • 31. CONNECTDIGITAL ANDREALITY 31
  • 32. Digitalize your creationsShare your construction with your sandbox buddies, and Help them building it Take a picture of your Share them with your … And give them the creations Lego network… opportunity to build the same at home!Just take a picture of your creations, LEGO will do everything else 32
  • 33. A pad cover made to play with lego 33
  • 34. Lego 3D printer LEGO’s future is more in its construction expertise than in its bricks Let’s anticipate the move! 34
  • 35. 35
  • 36. Chips would make real to virtual transitioneasier 36
  • 37. KEYPERFORMANCEINDICATORS 37
  • 38. Lego portal Digital reality # downloads # of media sharing In app analytics Time spent # of covers sold Frequency of use # of chip sold 38
  • 39. Take away 39
  • 40. « Let’slegolize theworld » Thank you! 40