This is not the LEGO Minifigures display on the small window cupboard, but they are life-size big-figures standing tall at the centre court of Midvalley Megamall! LEGO, a brand that signifies art, science and education, often brings imaginative, impactful advertising messages and experiences to the world with its endless creative ideas. Just enter the new year of 2020, LEGO ushering Chinese New Year with its new, coolest playset: Lion Dance and Traditional Temple Fair. Let’s discover how LEGO utilizes powerful ambient advertising influences to engage with the multi-racial Malaysian consumers.
LEGO, tangible toys or I prefer to call it as artworks, still, stay as one of the top most popular toy brand in the world although everything surrounding us go digital, especially Virtual Reality, 3D, 4D, 5D, 6D… mobile games etc. However, LEGO enhances its influences with physical touching sense, build-learn-play-happiness, even adults craze for their creative playsets.
This LEGO Chinese New Year Lion Dance ambient advertising allows target consumers directly indulging into the playset, kids and adults enjoy surrounded by life-size giant Minifigures, taking fun photos, appreciating the detailed designs of the Lions, traditional Chinese culture temple buildings that constructed exactly the same as Chinese New Year sets Lion Dance  and Chinese New Year Temple Fair . The entire celebrating CNY with LEGO ambient is simply stunning and phenomenal!
Life-size Lions and Chinese Big-Minifigures
Last year 2019, LEGO launched the amazing, Asia-exclusive Chinese New Year Dragon Dance playset that hit the Chinese Market, and its life-size, moveable Dragon Dance is fantastic!
And this Lunar New Year of Rat 2020, the main character is the adorable Minifigure in the Rat costume, standing in the center of the two iconic Lions.
The iconic 12 Chinese zodiac animals
1st Rat, 2nd Ox, 3rd Tiger, 4th Rabbit, 5th Dragon, 6th Snake, 7th Horse, 8th Goat, 9th Monkey, 10th Rooster, 11th Dog, 12th Pig!
1. In this digitalized society, physical ambient advertising is making people exciting, it enhances brand awareness, engagement and affinity.
2. There are 8 Chinese New Year Blessing Wishes displaying at the event:
福星高照 – fú xīng gāo zhào: Wishing lucky star shines high upon you.
竹报平安 – zhú bào píng ān: a home letter, announcing that all is well. Wishing your family peace and safe.
大吉大利 – dà jí dà lì: Wishing you great fortune and great auspicious.
快高长大 – kuài gāo zhǎng dà: Wishing kid, baby, children grow up fast.
金玉满堂 – jīn yù mǎn táng: Wishing you good fortune.
醒狮报喜 – xǐng shī bào xǐ: Best wishes from the Awakened Lion.
心想事成 – xīn xiǎng shì chéng: Wishing you dreams come true.
笑口常开 – xiào kǒu cháng kāi: Wishing you smile often.
Just like LEGO, wishing everyone has a playful, happy Chinese New Year!
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