Wrap2Earn Carnival: How LEGO Launched Its First India Store with a Citywide Creative Rollout
When LEGO, one of the world’s most iconic brands, chose to open its first-ever certified store in India, the goal wasn’t just awareness—it was anticipation. To help bring that excitement to life, LEGO partnered with Wrap2Earn’s Carnival, a bold, immersive outdoor advertising format designed to make real-world campaigns feel alive.
From 3D fabrication to convoy-led visibility, the LEGO campaign was a seamless example of how creativity, mobility, and strategic placement can turn an opening into a citywide event.
What Is Wrap2Earn Carnival?
Carnival is Wrap2Earn’s signature experiential offering that blends high-impact vehicle branding with prop design, movement, and mass visibility. It goes beyond traditional outdoor hoarding advertising or billboard advertising services, delivering brand experiences that travel directly through the heart of the city.
At its core, Carnival includes:
- 3D fabrication and prop-based enhancements
- Convoy-style rollout of wrapped vehicles
- Integration with static OOH formats like billboards
- Location-first media planning
- Full-stack execution across formats
This format is designed for brands that want not just reach—but relevance.
How LEGO Used Carnival to Announce a Landmark Launch
To celebrate the arrival of India’s first LEGO store, we launched a campaign that moved with purpose, scale, and creativity—both literally and visually.
1. 3 Fully Wrapped Cars with 3D LEGO Drivers
For three consecutive days, three fully branded cars roamed across Delhi’s key touchpoints. What set them apart wasn’t just the wrap—but the giant 3D LEGO driver heads fabricated and installed atop each car. These mobile elements caught immediate attention in traffic, marketplaces, and family-heavy zones, acting as moving billboards with personality.
The messaging was simple and direct, built in synergy with the broader campaign—but it was the format that made it unmissable.
2. Convoy Movement for Focused Impact
The three cars were not scattered—they moved together in a coordinated convoy, amplifying their visual footprint and making the campaign feel like a branded roadshow. This approach helped maximize noticeability and capture shared consumer attention in real time.
3. Extended City Presence with 50 Additional Branded Cabs
To ensure city-wide reinforcement, the campaign also deployed 50 four-door branded cabs across Delhi for an entire month. While the convoy created the launch moment, these cabs sustained the message. For everyday commuters and passersby, LEGO became the brand they noticed just before they needed it—right before store launch.
4. Strategic Billboards to Anchor the Narrative
Outdoor hoardings supported the campaign with witty, on-brand creative. One standout piece featured the message:
“The only piece we’re missing is U,” with the U shaped like a LEGO figure’s hand.
This consistency across digital out-of-home advertising, fleet branding, and static OOH ensured the story didn’t just move—it landed.
Why It Worked
Creative disruption: The 3D LEGO drivers weren’t just novel—they were unforgettable
Synergistic messaging: From vehicle wraps to hoardings, the campaign told one consistent, brand-aligned story
Geo-targeted precision: Movement and static assets were mapped across zones with high family and footfall density
Launch-focused visibility: The campaign created buzz exactly when and where it mattered—right before the store opened
Final Word
With this campaign, LEGO didn’t just launch a store. It launched a citywide moment.
Wrap2Earn Carnival offered a platform where the message could travel, stop, surprise, and stay with people long after they passed it. In a time where static media often fades into the background, this campaign proved that movement-led storytelling still captures hearts and attention.
Planning your own product launch, retail opening or campaign that deserves the spotlight?
Explore Wrap2Earn Carnival—and let your brand story roll through the streets.