Lego Friends, the range designed to appeal primarily to girls, is linking with retail chain Argos for a major sampling campaign aimed at expanding its fanbase.
Using TNT Post Doordrop Media’s sampling format, the campaign will target households within selected Argos store retail catchment areas in the North West and South East of England.
Developed and planned by Carat, it features a fully branded bag, with a call to action to receive a free Lego Friends sample. Recipients will be able to opt in and get the free sample by leaving the bag outside.
They will also receive a Lego Friends mini brochure with games and activities to inspire recipients and a further call to action to purchase Lego Friends products from their local Argos store.
Argos buying manager for girls toys Lindsay Rogers said: “This is a great opportunity to offer our customers a unique way to engage with the Lego Friends brand at home. It’s really exciting to be part of a new marketing campaign that has not been trialled on toys before.”
In March, TNT Post launched a new business marketing website, idoordrop.com, to woo more brands and agencies to door-drop marketing. Targeted at media agencies and client marketing departments, the site demonstrates how intelligent door-drop campaigns are proven to drive acquisition and retention by enabling advertisers to reach their target audiences.
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