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Legoland goes all out to target Singapore residents

Legoland Malaysia Resort is looking to lure in Singapore residents and tourists this holiday season.

It has partnered with Mediacorp OOH Media this holiday season to raise awareness and bring over traffic to watch the first in the world Ninjago live show at Legoland Malaysia .

Legoland Malaysia  is first in the world to launch the Lego Ninjago and The Realm of Shadows live show. With the combination of state-of-the-art 4D effects, puppetry and video mapping, the 20 minutes live performance will showcase live size Lego mini figures which are about a meter tall.

To promote the live show to Singapore residents and tourists, Legoland Malaysia has bought into Mediacorp OOH Media’s six-sheet island-wide network alongside with Digiboard, TVC and mall screens over a period of four-weeks. Additionally, there are four double-sided 6-sheet creatives located in Thomson Road, Yishun, Paya Lebar and Toa Payoh – which are all in the suburban area to attract families and children.

The middle of the six-sheet creative is a see through character cutout, with Ninjago characters by the sides. When members of the public stand at the designated spot, it will appear as if they are featured in the advertisement together with their favorite characters from the Lego series.

As part of the campaign, an Instagram challenge #golegoland is incorporated to encourage the public to snap a picture with the 6-sheet creatives and 6-sheet posters island-wide to stand a chance to win a 3D2N getaway to Legoland Malaysia . The panels were so attractive that members of the public immediately started posing and posting onto Instagram once it was set up.

“With our network presence in the suburban heartlands, we are able to deliver engaging and exciting experiences at the right place to connect with the right audience,” said Henry Goh, head of OOH Media.

The campaign is on-going and ends on 30 December 2015, whilst the instagram contest ends on 6 Jan 2016.


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