LEGO HK and KMB bring families closer with free bus rides

Continuing the family-first spirit of the "Go! Summer BUILDCation” campaign, LEGO Group Hong Kong has supported local bus company The Kowloon Motor Bus Company (KMB) to encourage parents to explore the city and the world with their children through offering free rides to youngsters.

Setting itself apart from traditional direct media buy, the collaborative campaign lined up two parties that shared the similar brand message and initiative to create more buzz and raise awareness of the importance of family bonding.

Available from 18 June until 27 August, children can enjoy unlimited free rides on KMB (local routes) and LWB (airport and Lantau Island routes) routes on Sundays and public holidays during this summer.

In terms of medium of promotion, the partnership has leveraged out-of-home advertising to engage a wider audience, including turning the bus terminus next to the Star Ferry Tsim Sha Tsui Pier into a LEGO-themed terminus, making it an attractive destination for families to explore on weekends.

The collaboration also included a social engagement campaign that encourages families to pay a visit to the Tsim Sha Tsui Pier bus terminus, take some photos and make a simple sharing on where to visit in the Summer by bus. The most creative shared exploration suggestions will be awarded a LEGO boxset.

The two videos namely “Summer BuildCation with LEGO bricks” are also being played on all bus TVs and bus stop TVs to showcase how LEGO acts as a remedy of bore and explore the world with consumers.

Commenting on the initiative, Ivan Zeng, general manager of The LEGO Group Hong Kong, Macau and Taiwan, said: “The LEGO Group’s unwavering ambition is to offer unlimited play possibilities to allow creativity and imagination emerge through play."

"While there is an established mindset that playing LEGO products is an indoor activity, we believe that both indoor and outdoor play bring holistic fun and development for kids. Kids must play, both creatively and physically, for their wholesome growth and development, therefore we want to bring an unique, different and awesome LEGO play experience to outdoors with our great partners," he added.

Meanwhile, Emily Cheung, assistant commercial director of KMB stated, “Children can finally enjoy their summer holidays without any social distancing restrictions in three years. To encourage family bonding activities, we roll out the Summer Child Free Ride Days. We are excited that LEGO Group Hong Kong shares the same vision. With their support, we believe that kids can enjoy a more delightful and meaningful summertime."

Don't miss: LEGO HK highlights importance of family bonding with travel-themed campaign

Back in July, LEGO HK unveiled a series of activities as part of the summer travel campaign, "樂Go! BUILDCation", to highlight the importance of family bonding time via playing with LEGO bricks and games. 

The campaign kicked off with a real LEGO cart running across 12 districts in Hong Kong throughout July, including Causeway Bay, Tsim Sha Tsui, Mong Kok and Hung Hom. As an extension event of the upcoming "樂GO! BUILDCation - 世界奇幻之旅" held at Megabox on 3 September, the LEGO cart, which combines the concepts of building LEGO bricks and travelling around the world, invites families to experience the polar regions by completing building tasks.

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