"When LEGO planned to launch their board games, Mediaplus came up with an ambitious idea that transformed relationships with consumers.

Through passionate understanding of parental challenges, Mediaplus knew that children’s Play/TV balance was a constant issue.

So they and LEGO convinced the popular Kids TV channel Nickelodeon, to turn off its TV shows for the entire afternoon of 28 May 2010 and encourage children to play instead – under the campaign “More Play, Less TV”.

To their credit, Nickelodeon supported it, despite the fact that it meant losing viewers and revenue. LEGO promoted it via TV & online with Nickelodeon. Soon the net was abuzz, with parents sharing their enthusiasm for the campaign, on forums, parents sites & Facebook.

LEGO saw thrilling sales growth, while Nickelodeon's reputation with parents increased significantly. The entrepreneurial spirit at Mediaplus benefited LEGO, Nickelodeon and parents significantly. We were happy also that it was recognised at Cannes with a Bronze Media Lion (2011).