Campaign concept from LUCA School of Arts aimed at boosting in-store engagement through an interactive and immersive experience that connects fans with the action.
Formula 1 offers a unique opportunity next year, and instead of starting a campaign from scratch, we propose an event-driven experience to engage customers. Popular with Gen Z and loved by many, F1 fans rarely get to be part of the team. With LEGO, we bring the F1 experience to fans, making them feel like they’re not just spectators, but part of the action.
Step 1 – Enter the Store
Paths on the floor guide you toward the experience, creating a seamless flow that builds excitement as you approach.
Step 2 – Build your formula
Customers can create custom LEGO Formula 1 cars using specially adjusted pieces with integrated NFC chips, exploring variations in aerodynamics, weight, and performance.
Step 3 – Place on the track your formula
Customers will create their own custom Lego Formula 1 cars using specially adjusted Lego pieces with integrated NFC chips.
Step 4 – Time trial race
Once analyzed, we push the virtual copy to the racing display.
Step 5 – Submit your time and win!
Your time and position are displayed, and you can submit it to go live and compete for special prizes.
Full interface design serves as a visual companion to the experience.
The store combines the excitement of racing with the creativity of LEGO, offering an immersive experience for visitors.
The social campaign revolves around #buildracewin, inviting customers to the store to build and race LEGO Formula 1 cars.
