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Lego Group conducts out-of-home campaign

The Lego Group has begun a new advertising campaign to promote its line of Lego games. The national campaign, developed by Starcom MediaVest Group and Adapt Media, will run until the end of the year. The initiative makes use of installations in shopping malls consisting of 65" interactive displays and 3D effects to allow consumers to sample the games and access more information about them. Participating malls include the Toronto Eaton Centre, Fairview Mall, Markville Shopping Centre and The Promenade Shopping Centre in Ontario as well as The Coquitlam Centre in British Columbia.

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