Luka is a 7 year old boy who bought a “Lego Ninjago kit” with the money he received for Christmas. He was so happy with his new toys that he carried with him some of the figurines of the set everywhere he went -despite his father telling him to leave them at home-… At the end, he lost one of the figurines and, following his father’s advice, he wrote an email to Lego.

Voilà, Luke’s email, and its reply:


I am a huge Lego fan, and these kinds of things remind me why.

I admire Lego because they produce a great product and they are great at communicating it. The essence of Lego is the creativity and imagination. You can build anything with Lego bricks (just take a visit to Legoland), you just need to be able to see beyond the three little plastic cubes to discover a plane, a submarine or a dinosaur.

Creative Lego Ads

Creative Lego Ads


Creative Lego Ads

Its ads are minimalistic, visually clean, and with a very simple message. However, this simplicity, far from being boring or plane, is elegant, sophisticated, and the humor is not infantile but witty.

This is not a coincidence, of course, as they are aimed to those parents who pay for the sets of little bricks. Actually, we have to admit that for dads and moms it seems like an almost-perfect entertainment option: children can have fun while they develop some capabilities in a safe environment (home), and in an unlimited way as the toy can be transformed permanently.

A perfect customer service

What is truly awesome is that Lego communication transmits brand values in a very effective way: fun, creativity, and a balanced mix of naiveté and intelligence. We see this in the ads, but also in the reply by Richard-Lego-Customer-Service, where he clearly is having fun and makes proof of imagination when quoting “Sensei Wu”. The tone is naïf, sincere, and it is – let’s admit it – deeply touching.

But Richard-Lego-Customer-Service is not only funny, cool or the customer best friend, but a brilliant marketer. Not only he solved a customer problem by offering him the figurine he lost (actually he gave him two!) after thanking him for his loyalty, but he takes to another level the brand experience when he decides to bring the brand’s fiction into reality. In addition there is a pedagogical backdrop that will make Luka’s father fall in love with Lego.

Lego’s storytelling is so powerful that almost any person after reading these emails will probably sympathize with the Danish brand. Therefore, it is pretty obvious that the final objective was not exclusively to respond positively to a particular customer, but to gain the attention of all of us, the vast web-audience, making the anecdote going viral in order to present the company as one that puts the imagination in the center of all its customer-related activities, that really cares about its customers, that is not afraid of being generous, and that is able to build a strong relationship with all of them.

I really think that this demonstrates the power of customer service and how it can create added value for customers, as well as Lego’s storytelling, marketing and communications mastery.