LEGO HOUSE MINI CHEF
|Category||A04. Consumer Durables|
|Title||LEGO HOUSE MINI CHEF|
|Product/Service||MINI CHEF FAMILY RESTAURANT|
|Entrant||HIQ GöTEBORG Göteborg, SWEDEN|
|Idea Creation||STYLT TRAMPOLI Göteborg, SWEDEN|
|Idea Creation 2||LEGO HOUSE Billund, SWEDEN|
|Idea Creation 3||HIQ GöTEBORG Göteborg, SWEDEN|
|PR||LEGO HOUSE Billund, SWEDEN|
|Production||STYLT TRAMPOLI Göteborg, SWEDEN|
|Production 2||LEGO HOUSE Billund, SWEDEN|
|Production 3||HIQ GöTEBORG Göteborg, SWEDEN|
|Niels-Jørgen Jensen||LEGO House||Head of Operations|
|Cari Johansson||HiQ Göteborg AB||Key Account Manager|
|Rebecka Linneroos||Stylt Trampoli||Project Manager|
|Erik Nissen Johansen||Stylt Trampoli||Founder|
|Johan Brandstedt||HiQ Göteborg AB||UX Strategist|
|Frederik Karmdal-Larsen||LEGO House||Project Manager|
|Søren Holme||LEGO House||Senior Producer|
|Kathrine Talks||LEGO House||Producer|
|Mads Mommsen||LEGO House||Digital Lead|
|Mats Sällström||HiQ Göteborg AB||Project Manager|
|Stuart Harris||LEGO House||Senior Experience Designer|
|Jonas Holmsgård||Stylt Trampoli||Copywriter|
|Andreas Hagersjö||Stylt Trampoli||Art Director|
|Ola Janson||HiQ Göteborg AB||Concept developer|
|Mikael Cederbom||HiQ Göteborg AB||Art Director|
|Tomas Koch Dustow||LEGO House||Solution Architect|
|Mattias Reintz||HiQ Göteborg AB||Solution Architect|
|Johan Sanneblad, PhD||HiQ Göteborg AB||Business Developer|
|Kalle Johansson||HiQ Göteborg AB||Systems Architect|
|Fredrik Björkenfors||HiQ Göteborg AB||Software Engineer|
|Tamm Sjödin||HiQ Göteborg AB||Web sorceress|
|Michaela Skeppstedt||HiQ Göteborg AB||Systems Developer|
|Josef Larsen||HiQ Göteborg AB||UX / Business Developer|
|Mattias Hagbard||HiQ Göteborg AB||UX lead|
|Daniel Jonsson||HiQ Göteborg AB||Test lead|
|Nick Mannion||LEGO||Design Consultant|
|Mikael Persson||HiQ Göteborg AB||Animator|
|Matt Wilde||HiQ Göteborg AB||VFX Artist|
|Kenny Kiernan||LEGO House||Illustrator|
|Anneli Suomalainen||Stylt Trampoli||Architect|
|Jerker Lindsten||HiQ Göteborg AB||CEO|
|Martin Bergek||HiQ Göteborg AB||Business Developer|
Why is this work relevant for PR?The LEGO® House MINI CHEF is the very definition of experiential marketing. Designed from the core brand experience outwards, with top quality, world unique ambition and backed by a huge fanbase, it is as enjoyable on its own merits as it is viral by design. Two magic family moments capture the joy of building and pride of creation that are core to the brand, and have by now, after one year of operations, made a splash in fan media and social feeds, as well as traditional media outlets.
BackgroundLEGO had matured much of the rest of the LEGO® House concept when we were brought on board. They wanted to add a novel dining experience for families. Something unique and high tech, that embodied the joy of building, reflected their brand values of Creativity, Fun and Learning Through Play, and expanded upon their mission: to inspire and develop the builders of tomorrow. We were tasked to create a 45-minute family dining restaurant that only LEGO could have done, one that was hard, if not impossible, to copy. They wanted families to compose their own meal using bricks per the "Eat Well Plate". And with tired families as the core audience, balancing fun and simplicity was key. Also, staff needed all the supporting tools to serve the experience – hot on the table, with a smile, 800 times a day and up to 250 times per hour.
Describe the creative ideaThis is the house where the brick comes alive, and the ktichen where minifigs took over. Big enough to cook, but too small to deliver the food, their solution is to build things – conveyors to deliver bento boxes, robots to hand them out. Also, they have human helpers for menial tasks such as carrying drinks. As minifigs speak Brick, you have to build your meal for them. The menu has icons and simple copy for children to follow. Guests pick corresponding bricks, build them into whatever they fancy, and put their build into the Foodifyer. Inside (it) is a minifig running a machine that shows your build in 3D, and its corresponding icons. You send your order off and watch them cook your food and put it in a box with your color lid on a conveyor. It then appears in the restaurant, where fun robots hand it out.
Describe the strategyThe House is a round-the-year destination for families primarily from northern Europe and with kids in the 6-10 age range, and fans from all over the world. A family meal is an important moment of rest and recreation in an intense day of experiences. The Mini Chef is an informal mid-range option, between a quick snack in the Briccaccino Cafe and Le Gourmet fancy dining. The dancing robots are a key visual feature, attracting guest into the restaurant. The guest journey was structured as a 45-60 minute session centered around the two magic moments of building your meal together and getting it from the robots. These moments were designed to be fun and easily understood on children's terms, as well as memorable and shareable. Aside from word-of-mouth, the Grand Opening featured royal and celebrity guests, and a full day of VIP guests trying out the House, encouraged to share.
Describe the executionThe Mini Chef family restaurant was developed over a two year period, following five years of development, building and strategy for the rest of the LEGO® House. These two years were filmed by a documentary crew that airs on Netflix since July 2018. One segment is dedicated to the Mini Chef. After one year of development, a major user test was conducted with fans at the LEGO World fair in Copenhagen. The full solution was fully staffed and operational one month prior to the Grand Opening, and tested on successively larger groups of employees. The Grand Opening was preceded by a partner event, and followed by an exclusive fan event, both of which encouraged active social sharing. The restaurant seats 150 inside, 100 outside, 800 guests per day, 250 per hour, seven days a week on high season. A TripAdvisor sharing prompt was added for the first high season.
List the resultsGrand Opening media outputs (not specific to Mini Chef, although it is widely mentioned): - extensive global PR coverage in major titles as well as special interest titles: CNN, TIME, NYT, Guardian, Verge, Architectural Digest, Wired, Vice, etc - 1116 articles - 1131 mentions - Coverage: 255.592.208 Social media results, Mini Chef - 1,2M+ Fan video YouTube views - 180 TripAdvisor reviews Target audience outcomes, Mini Chef Guest survey - 3194 reviews - YTD score 4,45 / 5 Business outcomes, Mini Chef - 85.605 guests served in the first year of operations – September 28, 2017 to September 27, 2018 - consistent 4.1-4.7 daily guest rating throughout first high season - Finalist, judge's "so cool", Gold Key Awards for excellence in hospitality design
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