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

CAMPAIGNGroup: MoiraiTeacher: Nguyen Thi Doan Trang

Study: Marketing Principles

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JOB ROSTER

Job detailstake on

Degreecomplete1Lê Minh Triết DE170146 Introduction, chapter1 10/10

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

2.3 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 thathundreds of thousands of LEGO sets find new owners every day Over the course of nearly acentury, LEGO has established itself as one of the most famous toy brands in the world, lovedby 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 isthrough the Braille system They may understand the word "dinosaur," but they cannotimagine 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 thesechildren Therefore, the "LEGO BRAILLE BRICKS" campaign was born.

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CHAPTER 1COMPANY’S BACKGROUND

LEGO, one of the most famous and widely known brands in the world, has become asymbol of joy and creativity." At first, LEGO created wooden toys like puzzles and alarmclocks However, LEGO started making plastic construction bricks that could be connected toone another in the 1947s The original LEGO construction blocks were small and rectangularin design, but they offered children and players an unlimited canvas for imagination.The nextstage of LEGO development involved coloring the construction blocks and including extraslike windows, doors, wheels, and other parts In the 1970s, LEGO increased the range of itsproducts by releasing unique building sets like LEGO Castle, LEGO Space, and LEGOPirates

Today, LEGO encourages children and players of all ages to be creative, logical, and skilledbuilders 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” CAMPAIGN2.1 Introduction about product in campaign

Products in this campaign have a more distinctive design than previous products The brickswill have raised dots on the surface, and the collection of these dots creates a special character torepresent the letters and numbers in the alphabet, this helps the visually impaired can feelreceived by touch so that they can learn and practice writing Each set of toys will have morethan 300 Braille Tiles including the entire alphabet of each country, a simple set of numbersfrom 0-9, in addition to some symbols or punctuation Each LEGO set will have 3 base platesand 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 toolfor 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 butinstead will be distributed to their Official Partner in the blind community Thus, the campaign’sprimary focus is on social good rather than generating profits We will discuss further more onthe communication objectives of the campaign

One main objective of LEGO Braille Bricks is to make Braille more accessible for visuallyimpaired children, and using LEGO as the platform also makes learning much more fun andengaging (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 encourageintegrated play and learning for children with visual disabilities Through their new productimage, this marketing campaign expresses their desire to improve the learning of visuallyimpaired 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 childrenletters and numbers while remaining compatible with the LEGO game system This campaignLEGO wants to increase confidence in children with visual disabilities by producing uniqueeducational products that are practical and fun.

2.2.4 Deployment Plan & Media ChannelsDevelopment plan

- Research and product development: LEGO Group has worked and collaborated with manyleading experts and organizations in the field of visual impairment Some of the very importantpartners are the Dorina Nowill Foundation for the Blind, a non-profit organization based inBrazil 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 VisionAustralia, American Printing House for the Blind and Royal National Institute of Blind People - Distribution, product reach: LEGO Group has expanded their campaign to many othercountries such as UK, Australia, USA and many other countries around the globe In addition tosupporting and cooperating with organizations, education, and schools on the LEGO Group, italso 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 suchas Twitter, Instagram, and other related hashtags to increase the product's visibility to morepeople Additionally, the company has uploaded multiple instructional videos on how to use theproduct on YouTube, immediately receiving numerous positive responses from users.

4 – 12 years old Male &Female

BCD+(lower middle

class, middleclass, lowerupper class,upper class)

Both rural andurban area

Childrenwith visualdisabilities

2.2.5 Action Plan

The Braille Bricks concept was first proposed to LEGO Foundation in 2011 by the DanishAssociation of the Blind, followed by the Dorina Nowill Foundation for the Blind in Brazil in2017 (Mervosh, 2019) The pilot project was first unveiled at the Sustainable Brands Conferencein Paris in 2019 Since then, it has been collaborating with Blind communities in severalcountries, 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 itsPartners to manage the distribution of the toolkits; also, support localization and training of theteaching concept (LEGO, 2020) In 2020 in the US, LEGO has provided American PrintingHouse with about 30000 kits and it has already distributed 16000 In 2023, the LEGOFoundation partnered with UNICEF’s Eastern and Southern Africa Regional Office and decidedto test it in three pilot countries: Burundi, Madagascar, and Uganda

The company clearly defined its target customer group as visually impaired children, visuallyimpaired adults, their parents, and teachers working in schools for children with visualimpairments LEGO has created a website specifically for this unique toy set The website isbeautifully designed, with the characteristic minimalist red color scheme of the brand Thewebsite's name is also the name of the toy set, stylized according to the Braille system Byvisiting this website, helpers of visually impaired children will be guided on how to use theLEGO Braille Bricks to learn and play in the most engaging way In addition, they can explore108 suggested fun activities provided by the manufacturer

Morten Bonde, the Senior Art Director of the LEGO Group, who is visually impaired due to ahereditary eye disorder, has served as an internal advisor for the project Morten now has onlyfour 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 andreminded 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 theBraille bricks, Lego has created a completely new way of learning, reading, and writing Onceagain, we must affirm that Lego is not just an entertainment toy but also an educational tool thatmakes 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 inclusionfor visually impaired children This campaign has created a strong ripple wave and positiveinfluence on education in general and the blind community in particular The first is to supportthe blind to learn braille According to WHO research, up to 19 million children worldwide arevisually 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 afascinating world for visually impaired children as well as the entire blind community toparticipate in braille learning, creating an environment.

Finally, increase social awareness The campaign has created a healthy and non-discriminatorylearning environment helps children with visual impairments to confidently explore and enhancetheir self-worth.

2.4 Reason for success

The first reason is the specialty of the campaign This campaign is very special because themain target audience is visually impaired children This is a special customer file that not allbrands can think of Focusing on building a learning environment for children with visualimpairments has profound humanistic meanings and can attract the attention of the wholesociety The campaign has created a fever as well as spreading a meaningful message to societyThe second is the uniqueness of combining learning and playing The special design helpschildren learn while playing, making it more interesting and attractive than traditional learningmethods This also creates interest and curiosity in learning Braille.

Finally, LEGO worked closely with visually impaired organizations, the RNIB to test andsponsor 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 fewtoy 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 theworld's population, equivalent to over 1.3 billion people, live with some form of disability, andtheir total spending power amounts to over 6,000 billion USD This enormous number provesthat 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 themwould be a significant oversight.

In addition to LEGO, there are many brands that have achieved great impact with marketingcampaigns 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 asample trial version was a wise step After going through the experiential stage, businesses willreceive feedback from customers However, this is also a great opportunity for businesses toassess their performance and identify areas for improvement in order to achieve customersatisfaction.

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However, it is a double-edged sword if businesses do not handle it properly A prominentexample is the noisy incident involving Bkav's wireless earphones, AirB Due to an error in theagreement 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 receivednegative feedback from the online community This serves as a valuable lesson for businesses toexercise caution when making decisions because even a minor deviation can lead to unforeseenconseque

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

C-M-HA-NHP-CUC-SNG-CHO-TR-EM-KHIM-TH-BNG-NHNG-VIN-GCH CHI-e1b4uo6/a-a71022o(Accessed: 15th July 2023).

vietnam/episodes/ASVIS-TALK -CHIN-DCH-LEGO-BRAILLE-BRICKS -XY-DNG-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:

kids/ (Accessed: 15th July 2023).

https://www.forbes.com/sites/peterslatin/2019/05/01/legos-braille-bricks-arent-just-for-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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