In a statement to Marketing, Primus Nair, creative lead for The Lego Agency, said that from a marketing perspective, LEGO has always maintained a voice that is current and socially relevant. He added that with its diverse portfolio, there’s always an opportunity for the team to be playful in the way it connects its products with current topics.
Created by The Lego Agency team in Singapore, the ad originally ran in Singapore and Malaysia, before being shared globally.
A stunning 5-inch cover display unfolds into an 11-inch pop-up story book. For endless creative play that never runs out of battery. pic.twitter.com/yodboV2aEK
— LEGO (@LEGO_Group) March 4, 2019
Netizens applauded LEGO's swipe at Samsung. Here are some of the candid comments:
Camera is lacking, but all other features are truly perfect and suitable for all ages.
— Dave Barber (@deekbee) March 4, 2019
Damn. I may have no choice but to buy this. I wonder which kid I'll pretend I'm buying it for.
— dcp123 (@Che1167) March 4, 2019
That is amazing. Props to Lego jumping to band wagon. #foldablelegos
— TechTwinkie (@TechTwinkie) March 4, 2019
Lol. I just got it. This fold does the exact opposite of that other fold. It builds the imagination, not destroys it. Well done Lego
— Steve (@Libretto66) March 4, 2019
One other brand that jumped on the Samsung galaxy fold smartphone launch was Singapore Tourism Board (STB). STB also had its share of fun at the launch of Samsung’s new foldable smartphone last week where it likened it to a childhood snack, the ice cream wrapped with bread, calling it the “Ice Cream Fold”, which costs SG$1.
The post read, “Taste good no matter how you fold it. Behold #VisitSingapore’s ice cream sandwich. #GalaxyFold”. In a statement to Marketing, Terrence Voon, director of digital and content over at STB said that its key marketing strategy is connecting with fans, through storytelling.