LEGO

LEGO Vehicles 2024

A racing-themed mall activation with build challenges, LEGO racing licences, pit stop games & podium photo moments.

Client: LEGO
Type of work: B2C, Brand Activation, Experience Design, Toys
Delivered by: Jawbone: strategy, production, logistics, operations and experiential under one roof.

The story

The Challenge

LEGO® tasked us with creating an interactive vehicle-themed experience that would increase awareness of the LEGO® Vehicles and Technic ranges while encouraging hands-on participation. The activation needed to appeal to both children and families, drive engagement with the LEGO® Certified Store, and create an experience that could live comfortably within a busy mall environment.

The solution

We conceptualised, designed, and delivered a racing-inspired LEGO® experience built around a structured journey through a series of themed activity zones. Visitors received a LEGO® racing licence before progressing through training, vehicle-building, racing, trivia, and free-build challenges, culminating in a podium finish moment.

The activation featured build tables, pit stop challenges, a race car challenge, a trivia wall, photo opportunities, a LEGO® mascot, and large-format vehicle displays that brought the LEGO® Technic range to life.

We managed the experience end-to-end, from concept development and experiential design through to staffing, operations, and on-site execution. Over the ten-day activation, the experience engaged more than 7,700 visitors, creating a highly interactive environment that combined creativity, competition, and product discovery.