Organic, Inc. Launches Online Marketing Campaign for LEGO.com

The LEGO Company Commissions Organic to Create a Second Campaign



Apr 02, 2001, 01:00 ET from Organic, Inc.

    NEW YORK, April 2 /PRNewswire/ -- Organic, Inc. (Nasdaq:   OGNC), a leading
 global Internet professional services firm, announced today that its marketing
 services group has developed and launched an on-line marketing campaign for
 the LEGO Company to promote its web site, www.LEGO.com. Based on the success
 of the first campaign, the LEGO Company is having Organic conduct an
 additional marketing campaign to promote awareness of the Shop At Home section
 of LEGO.com. Founded in 1932, the LEGO Company, one of the world's largest toy
 manufacturers, sells quality products and experiences all over the globe that
 stimulate children's creativity, imagination and learning. The company's web
 site receives more than 10 million visits each month and is one of the most
 visited children and family sites in the world.
     The LEGO Company commissioned Organic to create a campaign that would
 further raise the profile of LEGO.com, draw members to the LEGO Club, create
 an on-line community and drive traffic to the site's new e-commerce shop. The
 results of the first ad campaign showed an overall click-through rate
 significantly above the industry average. LEGO Company ad placements on
 children's sites in both the UK and Germany yielded click-through rates more
 than triple the industry standard. Organic also drove traffic to LEGO.com
 through keyword association on search engines, targeted content placements and
 an e-mail campaign.
     "We are excited to be collaborating with one of the strongest children's
 toy brands in the world," said Mark Kingdon, chief executive officer of
 Organic. "By developing interactive, innovative advertisements and making
 targeted placements, we were able to increase traffic to LEGO.com and drive
 club membership. For the second campaign, we will build on the momentum of the
 first series of ads by highlighting the benefits of shopping online for LEGO
 customers."
     "We're very pleased with the contribution Organic has made to building the
 LEGO brand online and raising the awareness of LEGO.com globally," said Brad
 Justus, Senior Vice President, LEGO Direct. "This was our first marketing
 effort for LEGO.com, and we selected Organic as our partner because of their
 experience and expertise. Organic's strong creative executions and smart media
 targeting produced very successful results for us; we look forward to further
 success as we work together to establish LEGO as the most powerful children's
 brand on the Internet."
     Components of the first campaign include a series of approximately fifteen
 online ads highlighting different aspects and benefits of LEGO.com, including
 the online store and the LEGO Club, that ran on shopping, parent and children
 sites in the US, UK and Germany. Organic also created ads to promote the LEGO
 Company's new Mosaic product, which allows children to build their own mosaics
 from an online photo. Another ad invited children to create a story
 incorporating LEGO.com's wish list feature. Organic also negotiated a featured
 placement on Mamamedia.com's Card Zapper section that enabled children to send
 customized LEGO postcards to friends and family.
 
     About Organic, Inc.
     Organic, Inc., a leading international Internet professional services
 firm, is built around a "buyer driven" service model that encompasses both
 traditional business-to-business and business-to-consumer engagements. Founded
 in 1993 and based in San Francisco, Organic ( http://www.organic.com ) has a
 history as an industry innovator, having developed the Apache Web server and
 worked on the design of some of the Internet's earliest Web sites, including
 Yahoo!. The company's Internet professional services include strategic
 consulting and research, site design, software engineering and technical
 program management, online marketing services including media buying and
 management, and customer service and fulfillment consulting and transaction
 management. Organic has performed work for over 250 clients, and has gained
 significant experience by working with both the Global 1000 and emerging
 Internet companies. The company's clients include DaimlerChrysler, Federated
 Department Stores, Inc., British Telecommunications plc, Tommy Hilfiger,
 Washington Mutual, General Electric Financial Assurance Holdings, Inc.,
 PlayStation.com (America), Inc. and Target Corp. Organic has offices in the
 U.S., Canada, Asia, Europe and Latin America. In July 2000, the company was
 added to the Russell 2000(R) Index.
     NOTE:  ORGANIC and ORGANIC and leaf design are service marks or registered
 service marks of Organic, Inc. or its subsidiaries in the United States and in
 other countries. Other trademarks and service marks referenced are marks of
 their respective owners.
 
     About LEGO Company
     The family-owned LEGO Company was founded in Denmark in 1932. The company
 is the world leader in providing quality products and experiences that
 stimulate children's creativity, imagination and learning. It does so through
 activities that encourage hands-on, minds-on creation, fun, togetherness and
 sharing of ideas. These activities include the development and marketing of
 computer-based play and educational materials, such as the award-winning LEGO
 MINDSTORMS product line. By the year 2005, the company wants the LEGO brand to
 be the strongest in the world among families with children. More information
 about the company is available at LEGO.com
 
 

SOURCE Organic, Inc.
    NEW YORK, April 2 /PRNewswire/ -- Organic, Inc. (Nasdaq:   OGNC), a leading
 global Internet professional services firm, announced today that its marketing
 services group has developed and launched an on-line marketing campaign for
 the LEGO Company to promote its web site, www.LEGO.com. Based on the success
 of the first campaign, the LEGO Company is having Organic conduct an
 additional marketing campaign to promote awareness of the Shop At Home section
 of LEGO.com. Founded in 1932, the LEGO Company, one of the world's largest toy
 manufacturers, sells quality products and experiences all over the globe that
 stimulate children's creativity, imagination and learning. The company's web
 site receives more than 10 million visits each month and is one of the most
 visited children and family sites in the world.
     The LEGO Company commissioned Organic to create a campaign that would
 further raise the profile of LEGO.com, draw members to the LEGO Club, create
 an on-line community and drive traffic to the site's new e-commerce shop. The
 results of the first ad campaign showed an overall click-through rate
 significantly above the industry average. LEGO Company ad placements on
 children's sites in both the UK and Germany yielded click-through rates more
 than triple the industry standard. Organic also drove traffic to LEGO.com
 through keyword association on search engines, targeted content placements and
 an e-mail campaign.
     "We are excited to be collaborating with one of the strongest children's
 toy brands in the world," said Mark Kingdon, chief executive officer of
 Organic. "By developing interactive, innovative advertisements and making
 targeted placements, we were able to increase traffic to LEGO.com and drive
 club membership. For the second campaign, we will build on the momentum of the
 first series of ads by highlighting the benefits of shopping online for LEGO
 customers."
     "We're very pleased with the contribution Organic has made to building the
 LEGO brand online and raising the awareness of LEGO.com globally," said Brad
 Justus, Senior Vice President, LEGO Direct. "This was our first marketing
 effort for LEGO.com, and we selected Organic as our partner because of their
 experience and expertise. Organic's strong creative executions and smart media
 targeting produced very successful results for us; we look forward to further
 success as we work together to establish LEGO as the most powerful children's
 brand on the Internet."
     Components of the first campaign include a series of approximately fifteen
 online ads highlighting different aspects and benefits of LEGO.com, including
 the online store and the LEGO Club, that ran on shopping, parent and children
 sites in the US, UK and Germany. Organic also created ads to promote the LEGO
 Company's new Mosaic product, which allows children to build their own mosaics
 from an online photo. Another ad invited children to create a story
 incorporating LEGO.com's wish list feature. Organic also negotiated a featured
 placement on Mamamedia.com's Card Zapper section that enabled children to send
 customized LEGO postcards to friends and family.
 
     About Organic, Inc.
     Organic, Inc., a leading international Internet professional services
 firm, is built around a "buyer driven" service model that encompasses both
 traditional business-to-business and business-to-consumer engagements. Founded
 in 1993 and based in San Francisco, Organic ( http://www.organic.com ) has a
 history as an industry innovator, having developed the Apache Web server and
 worked on the design of some of the Internet's earliest Web sites, including
 Yahoo!. The company's Internet professional services include strategic
 consulting and research, site design, software engineering and technical
 program management, online marketing services including media buying and
 management, and customer service and fulfillment consulting and transaction
 management. Organic has performed work for over 250 clients, and has gained
 significant experience by working with both the Global 1000 and emerging
 Internet companies. The company's clients include DaimlerChrysler, Federated
 Department Stores, Inc., British Telecommunications plc, Tommy Hilfiger,
 Washington Mutual, General Electric Financial Assurance Holdings, Inc.,
 PlayStation.com (America), Inc. and Target Corp. Organic has offices in the
 U.S., Canada, Asia, Europe and Latin America. In July 2000, the company was
 added to the Russell 2000(R) Index.
     NOTE:  ORGANIC and ORGANIC and leaf design are service marks or registered
 service marks of Organic, Inc. or its subsidiaries in the United States and in
 other countries. Other trademarks and service marks referenced are marks of
 their respective owners.
 
     About LEGO Company
     The family-owned LEGO Company was founded in Denmark in 1932. The company
 is the world leader in providing quality products and experiences that
 stimulate children's creativity, imagination and learning. It does so through
 activities that encourage hands-on, minds-on creation, fun, togetherness and
 sharing of ideas. These activities include the development and marketing of
 computer-based play and educational materials, such as the award-winning LEGO
 MINDSTORMS product line. By the year 2005, the company wants the LEGO brand to
 be the strongest in the world among families with children. More information
 about the company is available at LEGO.com
 
 SOURCE  Organic, Inc.