LEGO FORMULA 1 COLLECTION
BUILD THE THRILL
In 2025 LEGO launched a massive new partnership with Formula 1. With dozens of sets including F1 cars for all ages, we needed to create a campaign that worked not just during one drive period, but that could last for the entire 2025 F1 racing season. We set to create this campaign by first deciding what TOV we wanted F1 fans to feel with our products and campaign activations that also felt ownable to LEGO.
After a ton of research and word clouds we realised that no matter what age you are, the joy of racing lives inside of you and there is a certain level of thrill seeker to every F1 fan. This lead us to ‘Build the Thrill’.
We told people they could stream the race live through influencer channels, F1 social channels and LEGO social channels using posters
LEGO FORMULA 1 COLLECTION BUILD THE THRILL RACE
To really showcase how closely our cars resemble the real F1 cars and also the thrill they can bring to fans (kids and adults alike) we created our own F1 race with an incredible brick built track, real F1 commentator Alex Jaques, and real F1 graphics. The race took over 100 people to plan, build and capture.
FUELLING THE FANS WITH F1 DRIVERS IMAGINATIONS
Before the race we asked F1 drivers what they would like to see in an unbelievable race. This kicked off our collaboration with F1 and let people know LEGO was cooking up something wild. This piece of content went out the week before the actual F1 race season started at a time when fans were craving F1 content.
THE BUILD THE THRILL RACE
The race itself was a hit. we created a few versions including cut downs of highlight moments. Over the first 30 days of launch we got over 1.4 million views, over 5,000 new followers tot eh LEGO youtube channel and, with an incredible retention rate, over 50,000 hours of watch time!
MARKETING BEYOND THE RACE
After filming the race we used cut down moments and F1 presenter Will Buxton to create paid assets for global markets including this 30s OLV.
SHOPPER MARKETING
To keep the thrill going in store the campaign was brought to life with a strong visual identity and at aisle activations with F1 racing components.
Ecommerce channels kept this red thread throughout smaller digital touch points showcasing the speed and role play that these sets offer fans.
THE LEGO F1 COLLECTION BRICK STOP
At F1 races throughout the season we created a fan zone pop up area where fans could build their own mini race car and shop for their very own LEGO F1 cars all keeping to the Build the Thrill mentality and identity.
