LEGO
In this scenario, LEGO, the renowned Danish construction toy company, approached Leigh PR to help expand its business interests in Norway. Leigh PR proposed a comprehensive global strategic communication management plan, considering Norway's unique environmental factors to tailor the campaign for optimal success.
Timeline
12/1/22 – 12/13/22
Hofstede's Cultural Dimensions: Norway
Research & Analysis
Before creating the plan and strategy, we wanted to become experts on Norway, especially regarding its cultural values. We used Hofstede Insights to understand Norway's society in terms of its political environment, sense of individualism, masculinity levels, emphasis on quality of life, indulgence rates, economic environment, and overall standard of living.
Our analysis revealed that Norway is a highly democratic country that values expressiveness. There is a high level of individualism, meaning citizens are very connected to their interests and drives, likely making them more in touch with their creative side. Norway also has a very low masculinity level, indicating a feminine society that places a high emphasis on quality of life, including environmentalism, education, and healthcare. The country's high level of indulgence signifies a focus on individual fulfillment, fostering growth and improvement in all areas. In other words, Norwegians enjoy life, have fun, and approach things optimistically, with freedom of speech, expression, and the will to act.
Economically, Norway enjoys a high standard of living with a thriving economy and workforce, making it an ideal market for a public relations campaign. The high living standard is linked to the high rate of indulgence, as people are more willing to spend if they feel it fulfills them or they deserve it. Additionally, Norway's citizens have a strong connection to nature and pride themselves on the country’s beautiful scenery, showcasing a sense of nationalism.
Ideation
After thorough research and analysis of Norway's cultural elements and their potential impact on a campaign, we developed a compelling idea. Drawing inspiration from LEGO's successful niche products like the Eiffel Tower and World Map, we envisioned a product line highlighting Norway's historical landmarks and natural beauty. This strategic approach taps into Norway's strong national pride and deep appreciation for its environment.
Norway has a track record of effective campaigns that emphasize cultural richness and community unity, underscoring the appeal of focusing on historical landmarks and breathtaking scenery. This focus not only aligns with these cultural values but also creates opportunities for families and children to engage with Norway's heritage in a creative, fun, and educational manner.
S.W.O.T.
This campaign is looking to target:
Citizens of Norway showcasing interest in sustainability/nationalism
Individuals with Norwegian roots
Children in Norway
Parents in Norway
Older adults in Norway
Families in Norway
Schools in Norway (students, teachers, etc.)
Other interactive toy companies based in Norway
Primary Publics
We acknowledge the influence of the following in regard to the campaign:
The local media (television, radio, print, online news sources)
The local government/local officials
Intervening Publics
Campaign Opportunity Statement
“The LEGO Group is looking to expand its portfolio of international campaigns and believes that Norway would be a good country to host its next product launch in. The company has a unique opportunity to position itself in the country by showcasing nationalism and citizen’s pride in the beautiful scenery in its new products. By doing this, the LEGO Group will cultivate a strong, positive relationship with the people of Norway built on equity and trust. LEGOs can become a fun family or individual activity in the country that can be enjoyed by anyone regardless of their age, gender, socioeconomic position, or anything else.”
Goal #1: To engage with families in Norway by positioning LEGO as a family-oriented brand that supports culture-based education and sustainability.
Targeted public: Citizens of Norway showcasing interest in sustainability/nationalism
Objective #1: Create a commitment to partner with two sustainable companies in Norway each year for four years.
Why? This will position LEGO as a socially responsible company and attract proud Norwegians as well as those who are aware of the pre-existing sustainability efforts in the country.
Goals & Objectives
Goal #2: To increase awareness of the new LEGO product line in local Norwegian primary schools, there are about 1,527 (Statista, 2022).
Targeted public: Local Norwegian schools/ Families residing in Norway
Objective #1: To partner with one Norwegian primary school every month for two years, equaling 24 total.
Why? This will allow LEGO to spread awareness to students, teachers, and parents in numerous areas over a short period of time and possibly make the new educational LEGO line a part of the curriculum.
Objective #2: (sub-objective of Objective #1): From those 24 schools, spread awareness to 50% of families by the end of the two-year term.
Why? Once awareness is spread to schools, the next step is getting the product from the classroom to individual households where families can continue to foster education with their kids and enjoy doing so.
Objective #1: Create a commitment to partner with two sustainable companies in Norway each year for four years.
Strategy: Increase awareness of LEGO’s sustainability efforts in various companies throughout Norway.
Tactic 1: Donate to local company’s sustainability funds
This will create strong relationships between LEGO and Norwegian companies, connecting them through a common environmental cause. Having these preestablished relationships will make it easier for LEGO to create partnerships down the line and spread awareness of the brand in Norway.
Tactic 2: Host an online Q&A and Speaker Series on LEGO’s sustainability efforts (with Norwegian guest speakers)
This is a strategic tactic that will connect people from all over Norway to LEGO and can be something they can watch from their homes. This will make them more well-informed on the company’s background, efforts, and how it stands out from competing toy brands.
Strategies & Tactics
Objective #2: To partner with one Norwegian primary school every month for two years, equaling 24 total.
Strategy: Strengthen the connection between LEGO and Norwegian schools.
Tactic 1: Establish a product line featuring famous landmarks
This will educate children on the area and contribute to the rising level of nationalism in Norway. Examples of famous places can be seen here.
Tactic 2: Donate educational products to local schools
This will make LEGO more relevant in schools and allow them to be introduced into the curriculum. Many younger children learn hands-on, and this is a great way to spark creativity and educate them on Norway as well as other geographic areas.
Objective #3 (sub-objective of Objective #1): From those 24 schools, spread awareness to 50% of families by the end of the two-year term.
Strategy: Create events and messaging that appeal to families outside of the classroom.
Tactic 1: Launch LEGO’s new landmark product line in local toy stores (with additional messaging on social media)
This will expose Norwegian families to LEGO outside of the classroom when they visit local toy stores. This is a great way to get the public engaged and excited about the new line and take the products home to their families to do together.
Tactic 2: Create a social media giveaway
This giveaway will require Norwegian families to post pictures of them doing LEGOs with one another, tagging LEGO for the chance to win more products from the landmark line of their choosing. This will increase social media traction and will give families something to look forward to.
Strategies & Tactics Cont.
To ensure the success of the LEGO x Norway campaign, ongoing evaluation of all tactics is essential. This includes assessing partnerships with sustainable companies, tracking school partnerships, and measuring family awareness through social media engagement and sales data. These evaluations will help LEGO determine if campaign objectives are met and provide insights for future improvements.