Winner - Gold Channels Email 2025
Data Powered Pit Stop
VCCPLEGO
The goal was to maximise every LEGO Formula 1 Collection multichannel customer touchpoint, from in-store to track side, into a single cohesive customer journey. This joined-up experience aimed to supercharge customer engagement, product sales and put the brand on the podium.
Strategy
The LEGO® Group and Formula 1 have the same customer truth: their fans don't just follow, they live their fandom. For 64% of people, it’s a defining part of who they are - an identity as much as an interest.
They love the excitement of the build-up moments surrounding them. This insight led to a powerful strategic proposition: ‘LEGO Insiders can build the thrill the thrill for themselves this F1 season.’ The season-long journey built a sense of belonging.
Google search data identified peaks in fandom throughout the season and scheduled pre-/post-race communications, timed to the ebb and flow of the fans’ calendar. Three content pillars were the focus: refuelling creativity, driving fandom and maximising rewards.
Creativity
‘Pit Stop’ was the engine that brought the strategy to life. It was a conceptual framework for a regular pit stop, where fans could be inspired to build, access exclusive content, earn epic rewards and share their passion.
Pit Stops were delivered through a modular email system, powered by the three core content pillars, which translated strategy into actionable, fan-inspired themes. For example, Refuel Creativity equipped fans with the creative tools to be more than spectators, tapping into LEGO’s hands-on heritage.
Weaving the idea and content pillars through every communication turned passive spectators into active participants, creating a continuous, evolving journey that powered a deeper connection.
Results
The personalised email journey saw an average open rate of 47.86%, 10% above LEGO’s best-performing F1 emails in 2024. Click-to-open rate reached 4.38%; 38% increase vs. The brand’s previous average, proving the journey resonated with our most engaged fans.
Across the campaign, the approach generated an ROI of 685%, with engaged customers spending on average 33.8% more than the average target. It drove a 46% or 2.4 million increase in LEGO F1 email site traffic year on year.
There was also a 13% improvement in page views and 11% reduction in bounce rate.
Contributors
Formula 1
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