Wednesday, January 16, 2013

Individualized RM is Child's Play: Lego's Standard

AdWeek recently wrote a short piece about Lego's heartfelt response to a 7 yr old boy who had lost his prize Lego - a Jay ZX ninja figure. According to the article, when Luka Apps wrote to Lego citing his concern over losing his favorite toy, Lego replied with an emotionally and tonely appropriate response (below). Lego's outreach exemplifies individualized relationship marketing. Their response was timely, effective, and spoke directly to Luka's informational and emotional needs. AND the letter stayed true to the Lego brand's mission of Creativity, Learning, Fun, Caring and Quality.  A job well done, and a happy customer. 

From AdWeek:
 To Lego: 
    My name is Luka Apps and I am seven years old.
    With all my money I got for Christmas I bought the Ninjago kit of the Ultrasonic Raider. The number is 9449. It is really good.
    My Daddy just took me to Sainsburys and told me to leave the people at home but I took them and I lost Jay ZX at the shop as it fell out of my coat.
    I am really upset I have lost him. Daddy said to send you a email to see if you will send me another one.
    I promise I won't take him to the shop again if you can.

To Luka:
"  Luka, I told Sensei Wu that losing your Jay minifigure was purely an accident and that you would never ever ever let it happen ever again.
    He told me to tell you, "Luka, your father seems like a very wise man. You must always protect your Ninjago minifigures like the dragons protect the Weapons of Spinjitzu!"
    Sensei Wu also told me it was okay if I sent you a new Jay and told me it would be okay if I included something extra for you because anyone that saves their Christmas money to buy the Ultrasonic Raider must be a really big Ninjago fan.
    So, I hope you enjoy your Jay minifigure with all his weapons. You will actually have the only Jay minifigure that combines 3 different Jays into one! I am also going to send you a bad guy for him to fight!
    Just remember, what Sensei Wu said: keep your minifigures protected like the Weapons of Spinjitzu! And of course, always listen to your dad."

Read Full Ad Week article.

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