LEGO HK leverages the power of conversation building to spread love to community

LEGO Group Hong Kong has leveraged the power of conversation building to bring the superpower of play to the community with its latest “Build to Give” campaign.

Running throughout December 2023, the campaign targets children and aims to engage everyone in the community to build a LEGO heart to share the campaign mission and joy around.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from LEGO said the campaign focuses on conversation creation when developing this #BuildToGive campaign.

“We believe there is a shift from content creation to conversation building. Brands have to extract the needs of their targeted community and create campaigns that resonate with them as a constructive conversation,” the spokesperson added.

The spokesperson also cited The Play Well Report from The LEGO Group which showed that joy, happiness and playtime with families are what children most want. Based on the children’s needs, the objective of the campaign is to encourage families to build LEGO hearts and donate them to NGOs, in sharing the LEGO building joy and happiness with other children in the community.

The campaign kicks off with a mobile truck that will travel across Hong Kong every weekend between 8 December and 23 December. Visitors are encouraged to build a heart with LEGO bricks and hang it on the LEGO Christmas tree and post it on social media with the hashtag #BuildToGive.\

LEGO Group will donate "Give" box sets to charity partners around the world. The collected LEGO hearts will be donated to children within Christian Family Service Centre, Jockey Club Shun Tin Youth Leap.

As part of the campaign, LEGO will set up a giant positive energy base at AIA Carnival 2023 in Central from 21 December, empowering the public to transform into the LEGO Play Master, to inject positivity into the community.

The giant setup is divided into three areas including a creative energy uploading station, a positivity maze and the giant LEGO happiness capsule toy machine.

Done in local PR agency 5ives Communications, the campaign is promoted via online and offline platforms including media communications, influencer engagement and social media content.

“We wish to help pass on the joy of play to children who need it most through the #BuildToGive campaign. We believe play has a transformative power and therefore we invite families and fans to take part in our campaign to help brighten the holidays of children in the community,” said a representative from the LEGO Group.

Crystal Wai, managing director of 5ives Communications, said: “A human and authentic campaign like #Buildtogive not only creates a constructive conversation with the targeted community but also helps build a unique relationship with them that cannot be replicated by other brands.”

Don't miss: LEGO HK and KMB bring families closer with free bus rides

LEGO has always been striving to inject positivity into the community. Back in July, LEGO Group Hong Kong 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, continuing the family-first spirit of the "Go! Summer BUILDCation” campaign.

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