Big Screens, Bigger Bonds: A Tyroo.TV Success Story Featuring LEGO

The Challenge

In an increasingly competitive advertising landscape, LEGO was looking for ways to engage high-income families with children during Ramadan in Indonesia, a key period for family-centric content. With numerous channels available, LEGO needed a platform that not only reached a broad audience but also delivered strong engagement and measurable performance. Connected TV (CTV) was chosen as the medium, but LEGO had a few essential questions before diving in:

• Can CTV deliver high engagement and measurable results for LEGO?
  
• Can we track and validate CTV performance against ROI benchmarks, as we do with other channels?
  
• Can it perform on par with traditional advertising methods, such as social media or digital video?

The answer? Yes, but only with the right partner who could leverage audience targeting, real-time optimisation, and a performance-first approach.

What followed was a highly targeted programmatic CTV campaign using Tyroo.TV’s platform, which integrates the ATA ( Attention, Trust & Action) framework to deliver effective results. The focus was on targeting families with children, particularly during key Ramadan moments like Eid and school holidays.

How LEGO Did It

– CTV-First Approach: LEGO used full-screen, immersive 30-second video ads primarily through OTT CTV and FAST channels, reaching viewers during family TV time. The goal was to make the most of Ramadan’s family viewing behaviour, especially during high-traffic moments like Eid.

– Targeting the Right Audience: Tyroo .TV’s advanced audience segmentation helped LEGO focus on households with children, ensuring that the ads reached the most relevant viewers. This targeted approach helped drive engagement by reaching families who were likely to be spending more time together during Ramadan.

– Creative That Resonated: The creative showcased LEGO as a family-friendly brand perfect for shared family activities. The 30-second video content was aligned with family bonding moments, which resonated with the target audience, especially during Ramadan.

– Real-Time Optimisation: Using Tyroo.tv’s real-time optimisation engine, the campaign adjusted daily to ensure that the highest-performing placements were scaled up, while underperforming ads were paused. This approach helped maximise engagement while ensuring cost-efficiency.

Results & Impact

Video Completion Rate (VCR):

• – OTT Mobile: 92.11%
  
• – OTT CTV: 93.59%
  
• – FAST Channels: 94.04%
  
• – Waterfall: 94.92%

Click-Through Rate (CTR):

• – OTT Mobile: 0.44%
  
• – OTT CTV: 0.40%
  
• – FAST Channels: 0.38%
  
• – Waterfall: 0.13%

What Made It Work

– Targeted Audience: Tyroo.tv’s advanced audience segmentation ensured LEGO ads reached the most relevant viewers — families with children during Ramadan, maximising engagement.

– Real-Time Optimisation: The real-time optimisation engine continuously improved CTV placements, adjusting based on VCR and CTR to scale top-performing ads and pause underperforming ones, driving efficiency and better performance.

– Creative Relevance: The creative resonated with family values, helping LEGO connect emotionally with the audience, boosting engagement and brand recall.

– Programmatic CTV Platform: Tyroo.tv provided access to premium CTV inventory, ensuring ads were placed strategically during key Ramadan moments, reaching the right families at the right time.

LEGO Ramadan campaign shows how CTV, audience targeting, and creative quality come together to create meaningful moments during Indonesia’s biggest family season. With verified high attention, strong engagement, and proven brand lift, the campaign stands as a benchmark for CTV-led brand building in APAC.

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