February 14, 2019

The LEGO Technic Bugatti Chiron Comes to North America!

What do you get when you put together passionate car enthusiasts with the opportunity to literally build their fantasy vehicle? Republic warmly welcomed the LEGO Technic Bugatti Chiron to the 2019 Canadian Auto Show this past February. We were thrilled to partner with the LEGO team to amplify the full-scale LEGO Bugatti, interactive LEGO I Love Cars experience and Toys R Us pop-up retail store across earned, shared and paid channels. Made from over one million LEGO pieces and 13 thousand hours of construction, this was a story we were overjoyed to tell. Working with our experiential partners at BSTREET, we leaned into our empathy marketing approach to ensure stellar audience engagement both on and offline.

Firmly grounded in our empathetic, media-neutral approach, we first sought to understand the audience narrative for both LEGO and the CIAS. We interviewed adult car and LEGO fans to get an understanding of how LEGO shaped their curiosity as kids which later drove them to become engineers, mechanics, and car fanatics. We were fascinated to how LEGO inspires generation over generation with no sign of slowing down. To tell this story, we developed a creative and video content execution plan that we will then Publish-and-Rally via influencers and social media to drive CIAS attendance and LEGO booth involvement, ultimately inspiring LEGO fans in their everyday lives.

We captured the spirit of this event in video and shared across platforms to spread the excitement and creativity of the LEGO Technic Bugatti Chiron and the I Love Cars experience. See below for the awesome story we told:


Thank you, LEGO, for letting us #FreeYourStory