| Title | LEGO NEXO KNIGHTS |
| Brand | LEGO |
| Product/Service | LEGO NEXO KNIGHTS |
| Category |
F01. Branded Games |
|
Entrant
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AFFECT Moscow, RUSSIA
|
|
Idea Creation
|
LEGO Moscow, RUSSIA
|
Credits
| Aleksandr Sopenko |
Affect |
Creative Director |
| Anton Simanenko |
Affect |
Creative Director |
| Denis Zaharov |
Affect |
Creative Group Head |
| Dmitriy Shavleev |
Affect |
Art Director |
| Anna Kuzicheva |
Affect |
Senior Designer |
| Alexey Kulichenko |
Affect |
Designer |
| Elvira Gainulina |
Affect |
Designer |
| Andrey Novikov |
Affect |
Account Director |
| Galina Shubic |
Affect |
Client Service Director |
| Arina Egorova |
Affect |
Senior Account Manager |
| Naina Ramazanova |
Affect |
Account Manager |
| Dmitriy Kurlishov |
Affect |
Technical Director |
| Yaroslav Kukley |
Affect |
Project Manager |
| Maksim Galeev |
Affect |
Project Manager |
| Aleksandr Savon |
Affect |
Programmer |
| Anton Nikolenko |
Affect |
Programmer |
| Kseniya Barton |
LEGO |
Digital Manager |
| Tatiana Volinec |
LEGO |
Marketing Manager |
The Campaign
Creation of the virtual NEXO KNIGHTS Academy on the web-site lego.com to be adapted for 18 European countries.
The project legend has it that the Knights Academy was created by the digital wizard Merlok 2.0 to train protectors of the Kingdom of Kighton against evil. The training in the Academy lasted five weeks and included many mini-games, quizzes and competitions. After having completed tasks, the players obtained elements to create the NEXO Powers - a special shield with magical properties. In the final task the participants had to create their own unique NEXO Power from elements they obtained.
Every week LEGO decided winners who got prizes - sets from the new range. The big winner went to the theme part LEGOLAND Billund for a week. And the NEXO Power created by them became a part of the mobile application LEGO® NEXO KNIGHTS™: Merlok 2.0.
Creative Execution
Every month from February to June of 2016 new European countries joined into the game. Both the language and prizes were adapted for them.
The previous projects showed a high rate of refusals when it was necessary to create a profile in LEGO ID. In order to reduce such a rate, we provide the opportunity to start the game in single-click ease and register later to save the progress.
After the Academy had been started on YouTube, there came videos with solutions of tasks, and this indicates a high interest to the project.
Only Russian kids spent more than 13 000 hours in the Academy.
As a part of the contest we got 1 645 new NEXO powers created by kids including Burrito Rage and Homework Crusher.
NEXO Knights sets have become extremely popular with 18 868 Fortrex sets sold just in Russia.
The Merlok 2.0 game app was installed more than 10 000 times.
And we gained about 32 213 Academy applicants all over the world.
With the games played about 1 145 000 times.
Audience: children of 8-14.
New tasks of the Academy appeared in turns every several days during five weeks. This motivated players to return to the platform without any additional notifications (under the internal regulations LEGO is not entitled to gather children's contacts and do mailout).
On the platform there were activations, every of which resolved specific tasks:
- Involvement into the game world. In order to give right answers in quizzes, children need to watch the animated series of Nexo Knights. Thus, we integrated the LEGO content into the platform.
- Introduction of products. In order to execute some tasks, it's necessary to closely examine erector sets in Lego shops or on the official web-site.
- Promotion of the game application. The Nexo Powers can be scanned by the mobile camera and you can obtain bonus in the game.