1. BSI Lego – Building Brand Ambassadors
Marketing 2.0 Conference, Paris 2009

2. Join the conversation
MARKETING 2.0 CONFERENCE
www.marketing2conference.com

3. Building Brand Ambassadors
Conny Kalcher
LEGO Group
March 2009
CED - LT

4. Agenda
• The LEGO Group
& the Brand Promise
• “Know Me and Show Me”
• Measuring the Consumer
Experience
• Building Brand Ambassadors and
Co-creating with the LEGO
Community

5. The LEGO Group
• Founded in 1932 by Ole Kirk Christiansen
• ”LEG GODT”  LEGO
• Godtfred Kirk Christiansen launches
the first LEGO brick in 1948
• ”System in Play” 1958
• 52 LEGO Bricks for every 5.500 employees
person on earth
• Largest tyre manufacturer in
the world
• Kjeld Kirk Kristiansen, 3rd
Generation, Vice President
of the Board – Thomas Kirk Kristiansen 4th generation

6. Brand Mission: “To Inspire and Develop the
Builders of Tomorrow
Joy of Building
– Pride of Creation

7. LEGO Company Strategy: “Focus on the Core”
Core assets
Brick and Building System, Brand, Communities
Core capabilities
Trade access, model innovation, mould technology,
direct consumer dialogue
Core values
Creativity, Fun, Quality
Core products
Products for boys 5-9 years old
Core consumers
Fans who appreciate LEGO for the
joy of building and pride of creation
Core customers
based on profitability and alignment on strategic
position

8. Agenda
• The LEGO Group
& the Brand Promise
• “Know Me and Show Me”

9. It all started with Richard James….
Richard James
537 hits on Google for “Richard James, Lego”
Spends £000s on LEGO annually
LEGO Inside Tour visitor
Contributor to the Brickish Association AFOL
• Known in Community, to Kjeld and Jørgen Vig
• Unknown to the advisor who took his complaint call
• Unrecognised by the system when he cancelled his order for
multiple NXT sets
• “the cancellation has been acknowledged but with no interest
as to my reasons for doing so”
• Subsequently “loved” by Jørgen Vig & KKK, but still almost
anonymous in our systems..

10. Agenda
• The LEGO Group
• “Know Me and Show Me”
• Measuring the Consumer
Experience

11. We measure NPS at LEGO Touchpoints
Brand
LEGOLAND LEGO.com Retail
Stores
Parks
Merlin
Consumer
Insights
Consumer & Retailers
Services Systems
General
Managers
Community
Development LEGO
LEGO Education Shop At Home

12. Agenda
• The LEGO Group
• “Know Me and Show Me”
• Measuring the Consumer
Experience
• Building Brand
Ambassadors and Co-
creating with the LEGO
Community

13. 46 million LEGO hits on www.google.com

14. 165.000 LEGO Movies on YouTube

15. Brickfilms are blockbusters!

16. 393.000+ creative pictures on Flickr

17. The LEGO Community – LEGO Fans & Lead Users
• LEGO Club members
• Kids Inner Circle
• AFOL’s
• LUG’s
• LEGO Ambassadors
(40 in 13 countries)
• LEGO Certified Professionals (6)
• LUP’s
(50)

18. LEGO Lead Users & Fans know our product
(… better than us!)
’Regular’ consumer
LEGO
Fan/Lead
user
Source: Yun Mi Antorini

19. LEGO Fans are Creative & Innovative
Moonbase SNOT – Studs Not On Top
1 2 3
4 5
6 7
BrickFilms LDraw
Source: Yun Mi Antorini

20. In 2007 Community Events had - 1/2 Million Visitors!!

21. Some Lead Users have become
Certified Professionals
Sean Kenny

22. The Professionals create their own LEGO Business

23. Build your own model using LEGO Digital Designer &
Buy it!

24. Social Networking the LEGO Way

26. The ultimate signal of loyalty…..
“But the company that is perhaps most
successful in embedding its goods into a total
experience is Harley-Davidson. How many
other company logos do you find tattooed on
users’ bodies?” Source: The Experience Economy, B. Joseph Pine II, James H. Gilmore

27. Shared Identity
• BUILD A GROUP MODEL
• BUILD A SHARED UNDERSTANDING OF
THE IDEAL IAF CONFERENCE
EXPERIENCE
• YOU HAVE 40 MINUTES TO BUILD
• PRACTICE YOUR STORY
• SHARE YOUR STORIES BETWEEN THE
GROUPS
Thank You!
Conny.Kalcher