| Title | BUILD WITH CHROME 2.0 |
| Brand | GOOGLE & LEGO |
| Product/Service | GOOGLE CHROME & LEGO |
| Category |
A02. MOBILE WEBSITES AND WEB APPLICATIONS |
|
Entrant Company
|
NORTH KINGDOM Skelleftea, SWEDEN
|
|
Advertising Agency
|
NORTH KINGDOM Skelleftea, SWEDEN
|
|
Production Company
|
AGIGEN Stockholm, SWEDEN
|
Credits
| Kaya Hatcher |
North Kingdom |
Producer |
| Annelie Nilsson |
North Kingdom |
Production Manager |
| Ulrika Höjgård |
North Kingdom |
Head Of Production |
| Jonas Eriksson |
North Kingdom |
Art Director/Designer |
| Mikael Forsgren |
North Kingdom |
Designer |
| Alfredo Aponte |
North Kingdom |
Ux Director |
| David Eriksson |
North Kingdom |
Executive Creative Director |
| Hans Eklund |
North Kingdom |
Technical Director/Developer |
| Lars Alin |
North Kingdom |
Developer |
| Mathias Lindgren |
North Kingdom |
3d Lead/3d Artist |
| Mylene Prieur |
North Kingdom |
Qa Manager |
| Mikael Emtinger |
North Kingdom |
Webgl Developer |
Creative Execution
To make the site maximally accessible, we worked closely with the LEGO Group to translate the entire site across 30 languages, which we launched simultaneously with blog posts and social media communications across multiple channels and markets. To sustain momentum post-launch, we executed a paid media campaign targeting a range of audience profiles across digital channels (mobile and desktop), as well as social and earned media, and cinema showings of The LEGO Movie in the US (perhaps the most contextual media buy available). Paid and earned media was executed globally, with the cinema buy focused on the US.
Build with Chrome has exceeded expectations. Over 500,000 LEGO structures have been built by over 11M visitors viewing over 35M different pages.
The mobile web is evolving at an incredible pace, and on the Chrome team we're always looking for ways to showcase Chrome for Mobile's latest capabilities and platform features. That was the insight behind re-building Build with Chrome with phones and tablets in mind, which showcased 3D graphics in Chrome for Android, as well as many responsive design UX principels that allowed the site to function on small screens. In essence, the Build with Chrome site itself was the campaign 'creative', and underscored the narrative of Chrome being available across all your screens.