LEGO HK brings yellow Land Rover Defender to real life to promote new product

LEGO HK has brought a limited-edition yellow Land Rover Defender to real life in celebration of the brand's newly launched Land Rover Classic Defender 90 box set. 

Available until 16 April, the exclusive LEGO yellow Land Rover Defender will run across Tsim Sha Tsui, Mong Kok and Causeway Bay to engage with LEGO fans and off-road vehicle lovers. With the tagline "Just like the real thing" on the body of the vehicle, it is described as the “Scottish LEGO store that is most difficult to reach in the world".

Moreover, a red LEGO light box is installed on the roof of the yellow Land Rover Defender. LEGO car fans may take a snap in front of the Land Rover. Citizens who upload the photos of the Land Rover on Instagram or Facebook will be rewarded with shopping coupons.

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According to the release, the huge off-road vehicle in real life aims to amplify the exclusive launch of Land Rover Classic Defender 90 box set. The box set was designed according to the original 1983 model, which had been discontinued in 2016, together with functioning steering, working suspension and interior details. With two ways to customise it, consumers may build their choice of a streamlined Land Rover Estate or add accessories and gear for an off-road adventure.

MARKETING-INTERACTIVE has reached out to LEGO HK for additional information.

This comes following LEGO's previous collaboration with "Walk In Hong Kong" to launch the “Playing and creating around Hong Kong” campaign which brought LEGO's bricks into real life to educate HongKongers on the powers of preservations.   

Ivan Zeng, general manager of LEGO Hong Kong, Taiwan and Macau, told MARKETING-INTERACTIVE that, the creative idea behind the campaign was to highlight the importance of sustainability. He also credited the out-of-the-box execution to the imagination of his marketing team. By rebuilding the gaps in the city with its bricks, LEGO wanted to celebrate the architecture of Hong Kong as part of the city's culture and nostalgia. 

“There are some gaps, but it doesn't mean that it's broken. It just needs to be rebuilt. How we rebuild and celebrate the architecture is a big part of Hong Kong culture,” he said. Moreover, a focus for the brand moving forward in Hong Kong, is in bringing LEGO outdoors to create a buzz. This will be done by inviting families and fans to combine toys with culture, and understand how LEGO and Hong Kong’s history are connected together. 

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