Best Other Online Ad

Kids ages 6-8 live in a world of infinite possibilities – where a fire truck can become a submarine, and imagination is the only limit. The LEGO Group understood this perfectly for their new ad campaign for LEGO City. Rather than just showcase products, they wanted to spark that "what can I build?" moment.
Infillion created a carousel-style unit that ran across desktop, mobile, and CTV, delivering contextual relevancy by placing LEGO City where families with boys ages 6-8 were already engaged. The experience featured three short video spots showcasing LEGO City sets in action, paired with an interactive carousel highlighting several different LEGO vehicles to build. Users could swipe through each one, piquing their interest to continue their journey on-site to watch building demonstrations, play games, and more. QR codes and CTAs enabled immediate exploration for excited kids and purchase-ready parents.
The campaign delivered exceptional performance, exceeding category benchmarks across every metric. Users spent 49 seconds with the unit and averaged 3.9 interactions, translating to a remarkable 390% engagement rate. The 95% video completion rate proved kids were genuinely captivated. Desktop drove a 3.0% CTR, while CTV users averaged 7.8 interactions per unit.
Most importantly, the campaign achieved its brand KPI: a +6% lift in Consideration, alongside +5% in Awareness and +7% in Familiarity. Nearly 3 in 4 exposed respondents had heard of LEGO vehicle sets.
LEGO City proved that the best way to sell creativity isn't to explain it – it's to ignite it.

Contributors:

Managing Director, Infillion:	Justin Volk
Sr. Manager, Sales Strategy, Infillion:	Dylan Klein

INFILLION

Location: USA