You are going to reproach me again for my bad faith and tell me that I see evil everywhere. Or rather marketing everywhere. You may be right, but do you ever know ...
A few weeks ago, we had already been treated to the 2012 Christmas tale made in LEGO: a 10-year-old KFOL who spent the last two years of his youth patiently saving his pocket money to be able to afford the 10194 Emerald set. Night realizes that it is too late to buy it in the store and that this set is no longer produced. Alternative sources of supply are out of reach for the kid's budget.
He then writes to LEGO to ask if there is not by chance a box lying in a corner. LEGO's response is polite but negative. But a few days later, a package from LEGO arrives unexpectedly at the young man's home with in the box ... the set 10194 Emerald Night.
The parents, of course, took care to film the boy unpacking the parcel and the ensuing hysteria, and posted the video on YouTube.
Immediately, the web ignites for this story and everyone is fighting to shout loudly that LEGO is a company with heart and who knows how to take care of its customers. Mission accomplished. End of the story, morality is safe and the part of the dream assured.
The latest feel-good story is that of another 7-year-old KFOL who accidentally lost his Jay ZX Ninjago minifigure during a shopping trip with his dad.
Once again, and on the advice of his father, the young man therefore writes to LEGO to beg for the replacement of his minifig. He knows that he is solely responsible for the loss of the minifig and that LEGO may respond in the negative, but whoever tries nothing has nothing.
LEGO replies that Sensei Wu, the Ninjago master with a big heart and legendary wisdom, has decided to replace his minifig for free and even add another one, just to say ...
Here again, the story goes around the web and social networks. Everyone gets carried away by the generosity of the brand and the quality of customer service.
So, I want to believe that great stories do exist, that LEGO does indeed have a great customer service, that the brand has an excellent reputation, etc ...
But I always remain very circumspect in front of too beautiful stories, well staged, abundantly relayed on Facebook, YouTube, Twitter and others and inevitably taken again by many media, specialized or not.
To find out all about these pretty Christmas tales or these well-conducted marketing operations and form your own opinion:
Tale N°1: I want an Emerald Night, there's more, give me one, please Mister LEGO.
Tale N°2: I lost my minifig, give me another one, please Mr. LEGO.
PS: For those who do not know the Milka groundhog, click on the image above. This is an advertisement.
