In a market like that of Arab Emirates, where Father’s Day barely occupies space in the collective imaginary, Lego He has sought to resignify the date from an emotional and cultural view. Under the motto “Build it with him”, The Danish company, together with Publicis Middle East and MSL Middle East, has created a campaign that positions the game shared as the most significant gift between parents and children.

The campaign was launched in the United Arab Emirates also coinciding with the World Play Day (June 11), with the aim of mobilizing families- especially mothers and adolescent children- around a shared construction experience, beyond the physical gift.

A change of approach resulting from a qualitative investigation carried out by the brand in the region to understand how families perceive (or ignore) Father’s Day. And is that 75% of parents in EAA have received the same gift more than oncehighlighting cups, wallets or shirts. And they are precisely these objects that Lego plays in their campaign to value that many parents value more handmade gifts or shared time than the objects bought.

Ul Bieganska, Head of Marketing of Lego Group in the Mea region, thus summarizes the spirit of the campaign: “Father’s Day does not celebrate, but to connect. It is not about great gestures, but about being present and playing together.”

Instead of replicating international campaigns, Lego has thus opted for a narrative Regional-Firs for connect with two key audiences: Expatrified mothers between 28 and 45 years, regular responsible for home purchases, with little time and a constant search for meaningful gifts. And adolescent children and young adults (16-25), eager to offer something more personal and worth sharing in networks.

The campaign has been activated in LEGO social networks, media won and In-Sore. Far from looking for direct conversion, the objective has been Build brand affinityencourage memory and raise Father’s Day as a new emotional space for LEGO within the cultural calendar of the region.

“It is not a conversion campaign, but loyalty through emotional resonance and cultural relevance”Bieganska clarifies. With “Build It With Him”, Lego has sought to convert a residual date into a New emotional branding spaceshowing that even culturally underestimated moments can lead to memorable campaigns if they are built with empathy, data and a local look.