The campaign, by Dare Digital with media-planning and buying by Starcom Motive, is running on girls' sites including Girland (www.girland.com), mykinda place.com (www.mykindaplace. com) and Nickelodeon (www. nick.co.uk).
The dtml ads have been designed to be interactive and users will be able to decorate a handbag with a choice of three designs. Another ad shows individual Clikits components flying on to a product.
Users can click through the ads to reach the Clikits web site (www.clikits.com), which has been developed by Lego's in-house team. The site shows visitors how to make a virtual friendship bracelet that they can email to a friend, design a Clikits bedroom or browse the selection of products.
"The idea was to enable interaction in the ads, but we didn't want to make that interaction so deep or lengthy that people wouldn't want to click through to the web site," explained John Owen, planning director at Dare Digital.
"The ads have one click's worth of interaction, but they also give plenty of reason to click through," he added.
Clare Cullinane, Clikits' brand manager for Lego Europe North, commented: "Clikits is a breakthrough range for the Lego Company and the campaign reflects this."
The web site uses the girl characters that are featured in Lego's TV ads.
_1.jpg)
.jpg)
