CASE STUDY
LEGO® Certified Store Hong Kong
While we work in standalone projects, our strength lies in providing full-serviced marketing works for clients. Let's take LEGO® Certified Store Hong Kong as an example.
Since even before the first store opened its doors in 2016, we have worked closely with Kidsland International Holdings, the exclusive operator of LEGO® Certified Store in Hong Kong. From marketing planning, budgeting, event planning and management, in-mall advertising, OOH, joint promotions, bank and other third-party partnerships, pop-up store, ACG fair and website design and development, to daily marketing operations such as PR, social media, email marketing, SEM & SEO, celebrities and KOLs liaisons, in-store marketing collaterals design and coordination, we handle it all.
As a result of the substantial effort put into the opening and daily marketing of all three stores located at Langham Place, Times Square and New Town Plaza, as well as working seamlessly with the Kidsland team, the brand principal and all store staff, we are proud to say that each store had smashed the previous store's global record in opening day sales, and have remained the top grossing stores per square feet globally.
The fourth store is set to open later this year, and we are thrilled to continuously be a part of this amazing journey.
CASE STUDY
LEGO® Certified Store Hong Kong
While we work in standalone projects, our strength lies in providing full-serviced marketing works for clients, for instance, LEGO® Certified Store Hong Kong.
Since even before the first store opened its doors in 2016, we have worked closely with Kidsland International Holdings, the exclusive operator of LEGO® Certified Store in Hong Kong. From marketing planning, budgeting, event planning and management, in-mall advertising, OOH, joint promotions and other third-party partnerships, pop-up stores, ACG fair and IR website design and development, to daily marketing operations such as PR, social media, email marketing, SEM & SEO, celebrities and KOLs liaisons, in-store marketing collaterals design and coordination, we handle it all.
As a result of the substantial effort put into the opening and daily marketing of all three stores located at Langham Place, Times Square, New Town Plaza and Cityplaza, as well as working seamlessly with the Kidsland team, the brand principal, store staff and the malls' management and marketing teams, we are proud to say that each store smashed the previous store's global record in opening day sales, and all have remained in the global top 10 grossing stores per square feet.
The fifth store is set to open later this year, and we are thrilled to continuously be a part of this amazing journey.
IN-MALL & OUTDOOR ADVERTISING
To achieve maximum awareness, an array of impactful advertising was placed strategically both in-mall and outdoor for every store opening. While our designs served as visual guides for pedestrians directing them from street level and critical transport exit points to the stores, there were underlying storylines behind the series of advertising to highlight LEGO's philosophy of learning and development through play by inspiring and nurturing the builders of tomorrow.
Besides store opening months, we also work hand-in-hand with all the malls where the stores are located to create continuous hype throughout the year with exclusive product launches, building events, and creative in-mall / outdoor advertising, especially during peak retail seasons like summer and festive holidays.
EXHIBITION
In order to create a brand new angle to mark the opening of the fourth LEGO® Store, we decided to curate something that has never been done before —— the "LEGO® - A Walk Into The Taikoo History" exhibition held within Cityplaza.
Liaising with Kidsland, Swire, the brand principal and 22 LEGO builders, 8 large-scale showpieces were built from LEGO® bricks, with each showpiece depicting a landmark of the Taikoo area during a specific time between the 1910s and 2000s, such as the Taikoo Dockyard, the Cable Car and Sanitarium, and the Taikoo Sugar Refinery. This brick-based presentation of the Taikoo historical evolution successfully attracted visitors across generations, as it was able to create a sense of nostalgia within the older generations, while being educational to the younger visitors.
The exhibition proved to be a massive hit with overwhelmingly positive feedback, which contributed to a significant amount of foot traffic to the store, detailed media coverage and user-generated content on social media platforms, and ultimately drove sales.
CELEBRITIES & INFLUENCERS NETWORK
Leveraging on our networks, exclusive preview sessions are held for celebrities, influencers and VIPs prior to official store openings and special occasions. Without the distraction of any media, guests, including Kimbee Lau, Hacken Lee, Michele Reis, Miriam Yeung, Mark Lui, Brandon and Jenny Chau, Joe Ma and Dr. Karen Cheung, Alex Fong, Kathy Chow, Alex Fung and Shin Huang, Ryan Hui, Scott Hui, Dr. Peter Cheung and Eugina Lau, were able to enjoy a much desirable family time with their children to foster creativity in an undisturbed environment during previous openings. While we do not actively seek any publicity from these nights, the guests' sharings on their own social media channels naturally help in achieving organic virality and generate excitement.
Exclusive launches and special products are also seeded to LEGO-loving celebrities and influencers periodically. Thanks to the targeted seeding list, products can often be seen in their highly popular social media channels. Case in point - Hacken Lee often shares behind the scene building videos, including the coveted 75192 Millennium Falcon™ box set (watch them here, here, here & here)!
MEDIA RELATIONS
Building on our close relationships with local media, all our store openings as well as product launches are heavily covered on a wide array of print and digital channels. For instance, a total of 325 offline and online clippings were achieved for the Langham Place store opening, with a total advertising value of HK$5.2mil, a total PR value of HK$15.7mil and a total readership of over 8.2mil, without spending one cent on paid media advertising.
SOCIAL MEDIA
While Facebook and Instagram are great places to build engagement and create brand loyalty, for LEGO® Certified Store, they are not merely a communication tool for latest news, gifts and promotions.
Games designed to drive traffic from online to offline, as well as encourage user-generated content from offline to online, are run periodically. For instance, as a part of the Langham Place store opening campaign, 30-day "Mini Hunt" that required customers to look for the daily-specified Minifigure announced online inside the diorama has successfully drove foot traffic from online to offline every single day. Another example would be "LEGO Christmas Town" campaign, an activation that transformed all three stores into winter villages with missions posted online to be completed offline for exclusive collectibles such as LEGO Town Passport, stickers and shopping privileges, which celebrated the New Town Plaza store opening while boosting overall store traffic. Whilst, in-store events such as building challenges that require customers to upload photos of their creative pieces to their social media platforms strengthen the stores' online presence and visibility with organic virality.
