Canadians love affair with the vehicle is timeless, and at no time is this more evident that the annual pilgrimage to the Canadian International Auto Show. LEGO’s love of cars can be found in the many kits that help inspire kids of all ages to ‘dream big’ and build their dream cars. So the stars aligned in 2019 to offer LEGO a chance to share just how ‘big’ that dream can be.
LEGO debuted their incredible life-sized LEGO Bugatti Chiron. Tasked to inspire auto enthusiasts of all ages, LEGO asked BSTREET to create a home for the LEGO Bugatti plus a hands on experience to allow kids of all ages to rediscover their love of LEGO through their love of cars.
‘I Love LEGO Cars’ became the PR-led campaign that hi-lighted the incredible Bugatti story. Select Media and Influencer partners were offered exclusive VIP access to the Bugatti Build Team and consumers a FREE build experience that could be shared socially at #ilovelegocars for a chance to win LEGO car kits.
The LEGO Bugatti became the ‘must-see’ Auto Show experience driving unprecedented awareness and earned media impressions for LEGO during the 10-day Toronto event.
