LEGO® Education Lead Generation Program

LEGO® Education wanted to help their U.S. sales team generate engagement through a “meeting maker” direct mail campaign that sent prospects a product sample. Working alongside a writer we concepted a numbers-based theme that spanned a teaser postcard and a mailer. The postcard was die-cut in the shape of two 4 x 8 LEGO® bricks stacked together and teased the package that was soon to follow. The dimensional mailer had a bellyband wrapped around the product and a short product brochure tucked in underneath the bellyband, both telling the high-level story of STEAM education and why it matters. The program was quite successful generating $1.4 million in sales and 20,000 customers.