group assignment topic lego braille bricks campaign

2.2 Analyze campaign2.2.1 Objectives The LEGO Braille Bricks is a cause-related marketing campaign that provides a learning toolfor children with visual impairments and makes braille edu

FPT UNIVERSITY

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GROUP ASSIGNMENT

CAMPAIGN Group: Moirai Teacher: Nguyen Thi Doan Trang Study: Marketing Principles

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JOB ROSTER

Job details take on

Degree complete

1 Lê Minh Triết DE170146 Introduction, chapter1 10/10

4 Lê Hoàng Thái Phương DS180549 2.2.2; 2.2.5; 2.5 10/10

Reference 10/10

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TABLE OF CONTENTS

INTRODUCTION 4

CHAPTER 1: COMPANY’S BACKGROUND 5

CHAPTER 2: “LEGO BRAILLE BRICK” CAMPAIGN 5

2.1 Introduction about product in campaign 5

2.2 Analyze campaign 5

2.2.1 Objectives .5

2.2.2 Target Audiences .5

2.2.3 Messages .6

2.2.4 Deployment Plan& Media Channels .6

2.2.5 Action Plan .6

2.3 Result and impacts 7

2.4 Reason for success 7

2.5 Lesson learned 8

CONCLUSION 10

REFERENCE 11

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Did you know that every second, 7 LEGO sets are sold on the market? This means that hundreds of thousands of LEGO sets find new owners every day Over the course of nearly a century, LEGO has established itself as one of the most famous toy brands in the world, loved

by both children and adults alike

Unlike those who have all their senses intact, the world of visually impaired children can

be somewhat monotonous Everything they can perceive from the world around them is through the Braille system They may understand the word "dinosaur," but they cannot imagine what a dinosaur looks like Similarly, for other tangible objects on this Earth, understanding this sense of loss, LEGO wanted to fulfill a mission of bringing joy to these children Therefore, the "LEGO BRAILLE BRICKS" campaign was born

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CHAPTER 1 COMPANY’S BACKGROUND

LEGO, one of the most famous and widely known brands in the world, has become a symbol of joy and creativity." At first, LEGO created wooden toys like puzzles and alarm clocks However, LEGO started making plastic construction bricks that could be connected to one another in the 1947s The original LEGO construction blocks were small and rectangular

in design, but they offered children and players an unlimited canvas for imagination.The next stage of LEGO development involved coloring the construction blocks and including extras like windows, doors, wheels, and other parts In the 1970s, LEGO increased the range of its products by releasing unique building sets like LEGO Castle, LEGO Space, and LEGO Pirates

Today, LEGO encourages children and players of all ages to be creative, logical, and skilled builders in addition to being a popular toy brand In addition to becoming a cultural icon, LEGO has helped millions of people around the world learn and have fun

CHAPTER 2: “LEGO BRAILLE BRICK” CAMPAIGN

2.1 Introduction about product in campaign

Products in this campaign have a more distinctive design than previous products The bricks will have raised dots on the surface, and the collection of these dots creates a special character to represent the letters and numbers in the alphabet, this helps the visually impaired can feel received by touch so that they can learn and practice writing Each set of toys will have more than 300 Braille Tiles including the entire alphabet of each country, a simple set of numbers from 0-9, in addition to some symbols or punctuation Each LEGO set will have 3 base plates and 1 brick divider, LEGO always has 5 main brick colors including white, red, yellow, blue, and green

2.2 Analyze campaign

2.2.1 Objectives

The LEGO Braille Bricks is a cause-related marketing campaign that provides a learning tool for children with visual impairments and makes braille education more accessible and engaging Also, the LEGO Braille Bricks toolkits will not yet be available for purchase in stores but instead will be distributed to their Official Partner in the blind community Thus, the campaign’s primary focus is on social good rather than generating profits We will discuss further more on the communication objectives of the campaign

One main objective of LEGO Braille Bricks is to make Braille more accessible for visually impaired children, and using LEGO as the platform also makes learning much more fun and engaging (Vowles, 2022) It also seeks educational outcomes by helping children to be familiar

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with braille literacy and develop their academic skills through various activities

2.2.2 Target audiences

2.2.3 Messages

The LEGO Group created the “LEGO Braille Bricks” Campaign to promote and encourage integrated play and learning for children with visual disabilities Through their new product image, this marketing campaign expresses their desire to improve the learning of visually impaired children and this campaign wants to create a way for children to learn while playing

By creating specially designed LEGO blocks that incorporate Braille characters to teach children letters and numbers while remaining compatible with the LEGO game system This campaign LEGO wants to increase confidence in children with visual disabilities by producing unique educational products that are practical and fun

2.2.4 Deployment Plan & Media Channels

Development plan

- Research and product development: LEGO Group has worked and collaborated with many leading experts and organizations in the field of visual impairment Some of the very important partners are the Dorina Nowill Foundation for the Blind, a non-profit organization based in Brazil that focuses on training and skills development for the visually impaired In addition, LEGO Group has worked closely with international organizations and experts such as Vision Australia, American Printing House for the Blind and Royal National Institute of Blind People

- Distribution, product reach: LEGO Group has expanded their campaign to many other countries such as UK, Australia, USA and many other countries around the globe In addition to supporting and cooperating with organizations, education, and schools on the LEGO Group, it also distributes to LEGO Group's dealer channels around the world

Media Channels:

- In terms of media coverage, the brand also promotes extensively through social networks such

as Twitter, Instagram, and other related hashtags to increase the product's visibility to more people Additionally, the company has uploaded multiple instructional videos on how to use the product on YouTube, immediately receiving numerous positive responses from users

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4 – 12 years old Male &

Female

BCD+

(lower middle class, middle class, lower upper class, upper class)

Both rural and urban area

Children with visual disabilities

2.2.5 Action Plan

The Braille Bricks concept was first proposed to LEGO Foundation in 2011 by the Danish Association of the Blind, followed by the Dorina Nowill Foundation for the Blind in Brazil in

2017 (Mervosh, 2019) The pilot project was first unveiled at the Sustainable Brands Conference

in Paris in 2019 Since then, it has been collaborating with Blind communities in several countries, where testing was conducted in two waves over the course of nearly two years (Lucas, 2021) Until 2021, the campaign has officially launched in twenty countries and worked with its Partners to manage the distribution of the toolkits; also, support localization and training of the teaching concept (LEGO, 2020) In 2020 in the US, LEGO has provided American Printing House with about 30000 kits and it has already distributed 16000 In 2023, the LEGO Foundation partnered with UNICEF’s Eastern and Southern Africa Regional Office and decided

to test it in three pilot countries: Burundi, Madagascar, and Uganda

The company clearly defined its target customer group as visually impaired children, visually impaired adults, their parents, and teachers working in schools for children with visual impairments LEGO has created a website specifically for this unique toy set The website is beautifully designed, with the characteristic minimalist red color scheme of the brand The website's name is also the name of the toy set, stylized according to the Braille system By visiting this website, helpers of visually impaired children will be guided on how to use the LEGO Braille Bricks to learn and play in the most engaging way In addition, they can explore

108 suggested fun activities provided by the manufacturer

Morten Bonde, the Senior Art Director of the LEGO Group, who is visually impaired due to a hereditary eye disorder, has served as an internal advisor for the project Morten now has only four degrees of vision left, but he is determined not to let the loss of his vision limit him Hearing about the positive reactions from teachers and students, this campaign has inspired and reminded him that "The only limitations I encounter in life are the ones I create in my mind." This toy set carries positive significance within the visually impaired community With the Braille bricks, Lego has created a completely new way of learning, reading, and writing Once again, we must affirm that Lego is not just an entertainment toy but also an educational tool that makes learning and absorbing knowledge easier and more engaging

2.3 Result and impacts

LEGO has succeeded in achieving the campaign's goal of promoting learning and inclusion for visually impaired children This campaign has created a strong ripple wave and positive influence on education in general and the blind community in particular The first is to support the blind to learn braille According to WHO research, up to 19 million children worldwide are visually impaired, of which more than 1.4 million are permanently blind The percentage of

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children learning braille in the US is only 10% in 2019 LEGO Braille Bricks has provided a fascinating world for visually impaired children as well as the entire blind community to participate in braille learning, creating an environment

Finally, increase social awareness The campaign has created a healthy and non-discriminatory learning environment helps children with visual impairments to confidently explore and enhance their self-worth

2.4 Reason for success

The first reason is the specialty of the campaign This campaign is very special because the main target audience is visually impaired children This is a special customer file that not all brands can think of Focusing on building a learning environment for children with visual impairments has profound humanistic meanings and can attract the attention of the whole society The campaign has created a fever as well as spreading a meaningful message to society The second is the uniqueness of combining learning and playing The special design helps children learn while playing, making it more interesting and attractive than traditional learning methods This also creates interest and curiosity in learning Braille

Finally, LEGO worked closely with visually impaired organizations, the RNIB to test and sponsor children with visual impairments to be able to use the product

2.5 Lesson learned

LEGO has excelled in satisfying the needs of diverse customer groups There are very few toy brands, and businesses in general, that pay attention to the needs of people with disabilities According to statistics from the World Health Organization (WHO), an estimated 15% of the world's population, equivalent to over 1.3 billion people, live with some form of disability, and their total spending power amounts to over 6,000 billion USD This enormous number proves that the disabled community can play a significant role in the success of a brand Therefore, brands and marketers need to pay more attention to this customer group, as neglecting them would be a significant oversight

In addition to LEGO, there are many brands that have achieved great impact with marketing campaigns targeted at these special customer groups One example is Microsoft's "We are win" campaign, which promoted handheld game controllers for children with disabilities Releasing a sample trial version was a wise step After going through the experiential stage, businesses will receive feedback from customers However, this is also a great opportunity for businesses to assess their performance and identify areas for improvement in order to achieve customer satisfaction

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However, it is a double-edged sword if businesses do not handle it properly A prominent example is the noisy incident involving Bkav's wireless earphones, AirB Due to an error in the agreement with a distributor, Bkav mistakenly sent unfinished products to consumers for testing

A media crisis erupted, and the company had to officially explain the situation However, initially, Bkav's handling of the situation was not comprehensive enough, and they received negative feedback from the online community This serves as a valuable lesson for businesses to exercise caution when making decisions because even a minor deviation can lead to unforeseen conseque

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Through a marketing campaign that can be said to be boldly humane LEGO has excelled in the task of meeting the needs of many customer groups because there are very few different toy brands to recommend to customers outside of children in general and people with disabilities in particular LEGO's marketing team is also very interested in their customers and regularly asks them to get feedback Improve their good-faith products to meet the maximum expectations of their customers With what they have achieved, LEGO deserves to be in the top 10 most powerful brands in the world

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1 Vowles, N (2022) ‘LEGO Braille Bricks: The Anatomy of a Campaign’ Available at: https://www.sookio.com/blog/lego-braille-bricks-anatomy-of-a-campaign (Accessed: 15th July 2023)

2 Mevosh, S (2019) ‘Lego is making Braille Bricks They may give blind literacy a needed lift’ Available at: https://www.nytimes.com/2019/04/27/health/lego-braille-bricks.html (Accessed: 15th July 2023)

3 Lucas, F (2021) ‘LEGO Braille Bricks offer a new avenue of inclusivity for children with low vision’ Available at: https://thesector.com.au/2021/01/14/lego-braille-bricks-offer-a-new-avenue-of-inclusivity-for-children-with-low-vision (Accessed: 15th July 2023)

4 Lego (2020) LEGO® Braille Bricks to launch in twenty countries over the next six months following successful pilot program Available at: https://www.lego.com/en-us/aboutus/news/2020/august/lego-braille-bricks?locale=en-us (Accessed: 15th July 2023)

5 Lego Foundation (2021) ‘ Introducing LEGO Braile Bricks’ Available at:

https://legobraillebricks.com/ (Accessed: 15th July 2023)

6 Aspiring Vietnam (2021) ‘ ASVI’S TALK – Chiến dịch “ LEGO BRAILLE BRICKS” – Xây dựng ước mơ hòa nhập cuộc sống cho trẻ em khiếm thị bằng những “viên gạch” đồ chơi’ Available at:

https://podcasters.spotify.com/pod/show/aspiring- vietnam/episodes/ASVIS-TALK -CHIN-DCH-LEGO-BRAILLE-BRICKS -XY-DNG- C-M-HA-NHP-CUC-SNG-CHO-TR-EM-KHIM-TH-BNG-NHNG-VIN-GCH CHI-e1b4uo6/a-a71022o(Accessed: 15th July 2023)

7 Sabrina Barr (2020) 'Lego launches braille bricks for children with visual impairments' Available at: https://www.independent.co.uk/life-style/lego-braille-bricks-children-visual-impairment-vision-countries-where-a9681271.html (Accessed: 15th July 2023)

8 Peter Stalin (2019) 'Lego's Braille Bricks Aren't Just For Kids' Available at:

https://www.forbes.com/sites/peterslatin/2019/05/01/legos-braille-bricks-arent-just-for-kids/ (Accessed: 15th July 2023)

9 Emily Dixon (2019) 'Lego releases Braille bricks to teach blind and visually impaired children' Available at: https://edition.cnn.com/2019/04/24/health/lego-braille-bricks-scli-intl/index.html (Accessed: 15th July 2023)

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