VML Legoland Final

| Strategic
| Strategic Communications
Communications Proposal
Proposal
Rewriting the Playbook

Strategic Communications Proposal for LEGOLAND Malaysia
JULY 2017
| Strategic Communications Proposal
TODAYS
AGENDA

Communication Strategy
Content Strategy
Creative Ideas (5th Anniversary Celebration)
- Malaysia, Singapore and China markets
Channel Strategy
Creative Ideas (SEALIFE)
Summary
Q&A
Your Ask
To strengthen LEGOLAND Malaysias unique brand proposition and reinforce the perception of
Something new is always happening at LEGOLAND Malaysia
Ultimately, increase leads and drive conversation rate.
And we ask ourselves

Awareness Conversion Engagement
How to get consumers to be How to get the consumers to How can we create the desire
aware of who we are, what do excite about our offerings and amongst the consumers so
we stand for? act (book) on it. they love us, always.
Every brand
has a story to tell
Just like what Ian Rowden said,

The best brands are built on great stories.
(Chief Marketing Officer, Virgin Group)

What about us?

Today we want to unlock the

story of LEGOLAND Malaysia
Five years ago, LEGOLAND Malaysia

was launched in Johor.
Ever since then,

everything has been great!
Source: http://www.thestar.com.my/business/business-news/2016/04/08/legoland-malaysia-expects-increase-in-number-of-visitors/
People love LEGOLAND. They know LEGOLAND is designed for families.
Good place to bring your family and friends, the food is surprising not as
expensive as Sunway Lagoon. Its very kid friendly, even the rides and water
parks are toned own for all ages to enjoy! (Muhd Shabbir)
The place is meant for kids and family to
have a fun time (Gordon Tan)
So much fun here! Nice hotel to stay with family..

good breakfast (Steven Tan) Fun fun fun and excellent hotel for kids and parents to enjoy time together.
Endless playtime. Amazing. We love it
Overall, I am happy that my child happy (Sharon Lee)
Source: Google Reviews, 2016-2017

However, how can we get MORE new visitors and retain existing visitors ?
INCREASE BRAND AWARENESS INCREASE BRAND LOYALTY
To develop a proposition that can see

To create new news of LEGOLAND MY
LEGOLAND MY apart and above the
that will appeal to repeat visitors
rest of competitors
IMPROVE CONSIDERATION DRIVE REPEAT VISITS
Win Share-Of-Mind (and thus Share-Of-Market) by being a High Engagement Brand

Have we ever wondered where are we in consumers minds vs. the competitors?

Universal Studio SG
Resort World Genting
Fun place for family
Great place. Lots of
outings! The rides are
rides and water slides.
exciting and fun. Food
Have a sponge bob
are overprized but as
section for smaller kids.
a tourist attraction
My kids loved this place
such are the norms
Singapore Zoo
LEGOLAND MY Sunway Lagoon
Well-maintained,
So much fun here! fun zoo for adults and My kids totally loved
Nice hotel to stay kids. They have a good the huge waves. There
with family. court that gets Super were so many
Good breakfast crowded so make sure to rides and slides too
get in line!
All amusement parks are designed for families and kids

What we need is not just a messaging proposition Something is always happening
We need to be a High Engagement Brand that

compels consumers to think, act and feel.
But How?
Understanding why we, in general,

never outgrow LEGO?
LEGO encourages creativity. With different pieces, LEGO can tickle your imaginative minds
With 2 LEGO Bricks, With 3 LEGO Bricks, With 6 LEGO Bricks,

there are 24 there are 1,060 there are 914,103,765
different combinations. different combinations. different combinations.
It gives you a sense of freedom to

express what you want to express
LEGO is more than just a toy company
MISSION VISION
Inspire and develop the builders of tomorrow Inventing the future of play
Our ultimate purpose is to inspire and develop children to think We want to pioneer new ways of playing, play materials and the
creatively, reason systematically and release their potential to shape business models of play leveraging globalization and
their own future experiencing the endless human possibility digitalizationit is not just about products, it is about realising the
human possibility
VALUES
Imagination creativity-fun-caring quality
Source: Client Brand Book, LEGO Official Website

The values are the key differentiators that set us above and beyond our competitors
MISSION VISION
Inspire and develop the builders of tomorrow Inventing the future of play
Our ultimate purpose is to inspire and develop children to think We want to pioneer new ways of playing, play materials and the
creatively, reason systematically and release their potential to shape business models of play leveraging globalization and
their own future experiencing the endless human possibility digitalizationit is not just about products, it is about realising the
human possibility
VALUES
Imagination creativity-fun-caring quality
Source: Client Brand Book, LEGO Official Website

The role of LEGOLAND is to amplify what LEGO is already doing
MISSION MISSION
Inspire and develop the
Playful Learning
builders of tomorrow
VISION VISION
Inventing the A playful world of
future of play LEGO Adventures
VALUES
Imagination-creativity-fun-caring-quality
Source: Client Brand Book, Merlin Annual Report

LEGOLAND is dedicated to harnessing the value of play through an exciting

world that is filled with different adventures
MISSION MISSION
Inspire and develop the
Playful Learning
builders of tomorrow
VISION VISION
Inventing the A playful world of
future of play LEGO Adventures
VALUES
Imagination-creativity-fun-caring-quality
Source: Client Brand Book, Merlin Annual Report

How should this be communicated to consumers?
MISSION
Playful Learning BRAND ROLE
LEGOLAND is dedicated to harnessing the value of play
through an exciting world
VISION that is filled with different adventures.
A playful world of
LEGO Adventures
Consumer
Understanding
The Consumer
DEMOGRAPHICS CURRENT BEHAVIOR BASIC MINDSET
Millennial parents with kids Asian parenting styles Progressive

aged 2-12 years old Dual-income families Open-minded
Region : Malaysia, Singapore Time-starved Upholding traditional values
Progressive parents believe that

play is an integral part of childhood.
They believe play is crucial for

kids development and growth.
But the research tells us otherwise

An epidemic of myopia (short-sightedness) is sweeping through Asian children.

Pressured to perform academically, children are spending most

of their time indoors, deprived of sunlight which weakens their eyesight.
China is not a place for kids to play.

Cities are built for cars and playgrounds
are for the elderly (Hu Yan, parent)
When my kids entered secondary school, schoolwork
took over and they could not afford
to spend a lot of time outdoors,
even on weekends (Coleen, parent)
If my daughter doesnt study hard,
shell be left behind. If her myopia is high,
she can always have corrective surgery (unnamed, parent)
They usually spend their weekends indoors
trying to finish up whatever schoolwork they cannot
complete on weekdays (Ms. Lee, Parent)
We think they need to learn as much

as they can, because our society is
very competitive (Hui Ling, parent)
Source: Post Magazine, 2017

Not only do kids suffer, parents suffer as well

by obsessing over their kids performance.
I save every month towards my kids education

(Malaysia : 107%, Singapore: 88%, China: 106%)
The greatest gift you can give your kids is a sound

education
(Malaysia : 114%, Singapore: 87%, China: 97%)
Parents become very strict about grades and academics.

They have strong beliefs that getting a good academic
result is more important than everything.
Source: Gen X, VMLs Attitudinal Study

As a result, play is not important. Parents may limit their exposure to

experiences that are essential for navigating their world in adulthood.
SOCIAL COGNITIVE
Bringing everything together
However, all the efforts may be

Todays parents believe they are
counter-productive. Parents may limit
helping children by planning each
their exposure to experiences that are
aspect of a childs life. From carefully
selecting the best school to choosing Tension essential for navigating their world
and hinder them from developing skills
the right friends to be with, parents
most needed for success in adulthood
have everything in control.
adaptability and creativity
Being a brand for imaginative minds (kids), we want to remind parents the importance of play
as we believe in the value of play that has a profound impact on kids development and growth.

When kids play, they learn about themselves and the world around them.
They learn to solve problems, to get along well with others and skills needed to grow.

We want to give children the freedom to play and learn in a safe environment.
Imagination Creativity Fun Caring Quality


The more you explore, the more you discover

Let LEGOLAND Malaysia take you on a fun-filled explorations as you learn more of the world around you.
With LEGOLAND, you can always expect to discover something new as you go along on your merry explorations
It is clear that the brand is now guided

by a clear purpose. Next, we need to
practice what we preach.

Furthermore, we need to define

the voice of the brand in a way that allows
us to distinctively express our brand essence.
Current content are product-focused, it is challenging to make

the brand recognizable and ownable on social
Source: LEGOLAND MY Facebook

We want to be a brand that is consumer-centric
Be Authentic
Connect to the hearts of consumers
by being transparent and honest.
Be Conversational
Talk directly to the people like a
friend, not a consumer
Be Culturally Relevant
LEGOLAND needs to be honestly care about
things that are important to its consumers.
Also, we want our content to be impactful and memorable

so that it can always stay on consumers radar.
We need to change the rules of the game

From 365 bite-sized content, we want to to shift to bigger and memorable campaigns through this approach.
Marketing Plan Stages of consumer journey

2017
RESEARCH
5th year
anniversary Primary Research SEE ACT LOVE
celebration Secondary Research Human Get consumers Create Create desire
(Literature Reviews, to be aware of participation and interest
(Aug-Oct) Journals, Desktop Insight who we are and excitement amongst
Research, News through consumers to
Articles) LEGOLANDs increase the
Clients documents
offerings frequency
Consumer Reports
of visits
SEALIFE
campaign Brand Awareness Conversion Brand Loyalty
(Dec)
Which will potentially lead us to bigger marketing objectives according to different stages
of the consumer journey (Reach, Conversion, Engagement).
ACT: THINK (CONSIDERATION)
I start thinking maybe I should research

more about LEGOLAND and understand
if this is suitable for my family and kids
SEE (REACH) ACT: DO (CONVERSION)
I see something interesting that I DO something concrete by

resonates with me and my view making a booking on LEGOLAND
of the world website
LOVE (LOYALTY)
I love LEGOLAND and I will always want

to know what is the latest offering for
my family and kids!
TIER 1 : REACH
Thematic Campaigns Campaigns that are
designed to raise
broad awareness
70%
TIER 2 : Campaigns
CONVERSION
Tactical Campaigns Campaigns that are
designed to promote
offerings and meet
consumers needs
TIER 3 : Always-
on ENGAGEMENT
Leveraging on topical 30%
trends and occasions Always-on
Creating social content based on LEGOLANDs marketing plan
LEGOLAND MALAYSIA: SOCIAL CONTENT CALENDAR 2017
JUNE JULY AUG SEPT OCT NOV DEC
OBJECTIVE REACH, CONVERSION, ENGAGEMENT (LOYALTY)
KEY MILESTONE 5th Anniversary Umbrella Celebration VR Coaster Pre Launch
Tier 1: 5th Anniversary Celebration Campaign Tier 1: VR Coaster Pre Launch Campaign
Famili Birthday
NINJAGO
LEGOLAND Celebration
Tier 2: Month
SOCIAL FOCUS Tier 2:
Long Promo
Brictacular
BY TIER for 5YO!
Tier 2: Launch
Tier 2: SEALIFE
of NINJAGO
Announcement
Movie
Always-On content: Topical Trends, Monthly Themes, Occasions

Creating social content based on LEGOLANDs marketing plan
LEGOLAND MALAYSIA: SOCIAL CONTENT CALENDAR 2018
JAN FEB MAR APR MAY JUNE JULY AUG
OBJECTIVE REACH, CONVERSION, ENGAGEMENT (LOYALTY)
KEY MILESTONE Keeping up with the VR Noise SEALIFE Launch
Tier 1: VR Coaster Sustenance Campaign SEALIFE Launch

Campaign
Tier 2: SEALIFE Campaign (behind-the-scene)
SOCIAL FOCUS
Tier 2: LEGO Star Wars Days Tier 2: Brictacular
BY TIER
Tier 2: SEALIFE
Announcement
Always-On content: Topical Trends, Monthly Themes, Occasions

5th Anniversary Celebration
Bringing The Creatives To Life

The 5th Anniversary Celebration is an occasion for the

brand to communicate new offerings and also
upcoming exciting activities lined up.
It is also an opportunity for us to celebrate

all our young explorers out there.
With the mission to constantly provide them with an

ever-growing environment for exploration and play,
it has empowered us to reach our 5th milestone today.
Its a way for us to say
We Keep Building Because

You Never Stop Exploring
Launch Video
Children have a natural instinct within them to constantly

explore the world around them. This is how they learn and
grow. Unlike adults, children do not just absorb information
in a literal manner. For them, a little seed of information can
cultivate a world of imagination.
With this launch video, we want to show LEGOLAND as a

land of ever-growing explorations that inspire never-
ending stories in children. And it is through imagination and
exploration that they will be able to grow useful skills to
prepare them for the future.
Pew pew ping ping ping!

Did you see how many silver
stars were shot at me mom?
Description: Scene begins with a boy walking hand-

in-hand with this mother
Boy: Pew pew ping ping ping! Did you see how
many silver stars were shot at me mom?
I had to duck!
And slide! And roll around!
But I didnt stop!
I escaped from that dark

room! I ran out and jumped
onto that boat in the water
but I got attacked
But I zoomed to the side!

Hah hah! She thought I
would get hit by that water
bomb, but no way!
Im too pro! I turned my wheel all

the way to the left, but
AAAHHHH I fell off the side of the
super tall waterfall!
He caught me though.
The Dragon. He was big, and

green and his horns were red! I
think a lot of the other kids would
be scared, but I wasnt.
He flew left, right, up, down and round

and round and round! But I never fell off
I promise! I held on tight.
He landed and dropped me off in

front of this door. I picked up the
laser blaster on the ground, and
went into this big room with statues
and treasure!
Bang bang bang!

Things were blowing up everywhere!
When I finished, I came

outside and this big man
was standing at the door.
He was wearing all black and he

wore a scary mask! And then he
said I AM YOUR FATHER
and I was like whoa

KIDS REVIEW
LEGOLAND MY
A kids account is created on
popular travel review sites like Trip
Advisor. Using the kids account,
reviews in the form of Never-Ending
LEGOLAND Stories are posted to
drive curiosity and interest.
When users click on More, they will

be brought to a microsite to create
their own Never-Ending LEGOLAND
Stories
CREATE YOUR
NEVER-ENDING
LEGOLAND
STORY
On the microsite, users can select
different LEGOLAND rides stickers
and filters to put on themselves.
They can then submit a video

snippet of themselves acting out
their characters.
CREATE YOUR
NEVER-ENDING
LEGOLAND
Share Win
STORIES All-expense paid trip and
Video
On the microsite, users can select
a complete makeover
into a character of their
choice
different LEGOLAND rides stickers
and filters to put on themselves.
They can then submit a video

snippet of themselves acting out
their characters.
When users share their video snippet on social

media, they stand a chance to win great prizes!
The best submissions are then stitched together to form a Never-Ending
LEGOLAND story of how LEGOLANDs 5th Brickday Cake is lost, then found,
then lost, then ultimately found again!
TURNING
USER STORIES
INTO CONTENT
FOR IG STORIES
Utilising the best user generated
content on Instagram stories,
we can lead users to find out
more about the rides that inspire
the content.
NEVER-ENDING
LEGOLAND
STORYBOOK
During the 5th Anniversary
Celebration, visitors of the park can
create a custom # to be used on the
photos theyve posted to IG.
At the end of their park experience,

they can go to a kiosk to print out
the most popular photos in the
hashtag in a storybook format.
This is the ultimate souvenir to

remember their never-ending stories
by.
NEVER-ENDING
LEGOLAND
STORIES
RADIO STATION
Never-ending audio stories
based on rides in LEGOLAND will
be aired through FM 55.55.
The stories will entertain children

and adults alike in
the car.
This radio channel will only be

accessible as vehicles get within
the vicinity of LEGOLAND.
Always-On
Content Content
Content Angle & Purpose
Influencers and their children having fun while

SEE
learning in LEGOLAND MY on the NINJAGO
ride + in the NINJAGO themed room
Show fans that the new launch of the NINJAGO

themed room is an awesome place to stay at
while exploring LEGOLAND MY

ACT
5th Anniversary Promotion (for online booking only)
2017LLMY5 RM50 bookings, for 555 bookings

capped, only for 5 hours on the 5th of September
Increase online bookings, create an urgency for

bookings within a certain time frame
LOVE
Engage fans for UGC (on Facebook can drive

followers from IG to FB)
Build hype for NINJAGO movie


ACT
Sustenance for Contest
Build hype for NINJAGO movie release


LOVE
Encourage parents AND kids to talk to LEGOLAND
staff/engage while theyre in the park
Build that brand affinity
5th Anniversary RM5 voucher for F&B at the park for

every child that dares to tackle this challenge
The Message House
The more you explore,
the more you discover
5th Anniversary Celebration Campaign
CORE MESSAGE #1 CORE MESSAGE #2

CORE MESSAGE #2
International Brand Recognition Unique Experience
Ever Building
LEGOLAND Malaysia is the first of its LEGOLAND Malaysia offers families a unique
LEGOLAND Malaysia will never stop building
kind in Asia, with an international experience, where they can learn while still having
because children will never stop exploring
brand and high level of standards fun
MESSAGE TO MEDIA
LEGOLAND Malaysia is celebrating their 5th Anniversary, and being the first of its kind in Asia, they are excited
to offer special promotions as well as to bring unique experiences to all families during the month of September
Big Idea: We Keep Building Because You Never Stop Exploring
5th Anniversary Celebration: My Never-Ending LEGOLAND Stories
Launch Video Online Reviews Online Engagement Amplification
Always-On Content
ROUTE 2
Theres nothing more monumental to a child
than a Birthday Party. As far as kids are
concerned, its the years main event.
We want to celebrate 5 years with an online

birthday and youre invited.
Not surprising is that its also very important
to parents who prepare, anticipate, and treat
these as major milestones and events.
You Got an Invite!
You receive a birthday
invitation to the parks
5th year Brick Bash!
We can do both physical,

and as sponsored
content.
The link in the cards will

tell you more details.
Its a Party!
Clicking on a FB link
takes you to a page that
does 3 things:
1. Talks about our 5

years and whats
new
2. Features the rides
through games
3. Allows you a chance
to get tickets and
drives to online sales.
Its a Party!
Clicking on a FB link
takes you to a page that
does 3 things:
1. Talks about our 5

years and whats
new
2. Features the rides
through games
3. Allows you a chance
to get tickets and
drives to online sales.
Every Party needs a cake!
Click here to get tickets to
the park, and find out
more about the festivities
and whats new
Heres where we feature
the rides and attractions
found in simple puzzles,
mini-games, and other fun
activities that reward you
with a chance to get tickets!
Open the loot bag each day
to see something new!
Get a random chance to
win tickets, stickers, based
on our attractions and
other cool content.
Theyre also Content Pillars
Build anticipation We can feature our rides and Deals and new 5th year
And showcase our attractions specific activities
development
Here is the 5th Anniversary Campaign

adapted for the China market
China Market
Chinese Video Script
[NINJAGO]

[AQUAZONE WAVE RACERS]

[DRAGONS APPRENTICE]

[LOST KINGDOM ADVENTURE]

[STAR WARS]
Invite celebs & influencers with families to

SEE
LEGOLAND MY
Use celebs & influencers to drive followers to

our platforms and increase our brand presence
in the China Market

ACT
5th Anniversary Promotion (for online booking only)
2017LLMY5 RM50 bookings, for 555 bookings

capped, only for 5 hours on the 5th of September.
Increase online bookings, create an urgency for

bookings within a certain time frame
LOVE Content Angle & Purpose

Chinese proverbs are things that parents tell
their kids without even realizing it. Were going
to engage them by asking parents which
proverbs they tell their kids (that they learnt
from their parents)
When they reply on WeChat, we can reply with

a 5% discount code
When they reply on Weibo we can PM them a

5% discount code
So now we have covered everything on

the Digital Side, lets move on to PR
Tactical Idea: Media Event (Pre 5th Anniversary)
WHO WHAT WHEN
Media Members LEGOLAND MALAYSIA End of August

Dailies, Lifestyle, Women, 5TH ANNIVERSARY Tuesday-Wednesday
Family, Travel Media MEDIA EVENT Wednesday-Thursday
WHERE HOW
Invite all media members & families
LEGOLAND MALAYSIA
Media to experience the theme park & its
celebrations during its 5th Anniversary
Tactical Idea: Media Event (Pre 5th Anniversary)
LEGOLAND MY
Invite all identified relevant
Walking tour of all rides &
members of the media to
attractions
LEGOLAND MY
for an exclusive overnight
Include fun games &
media event
challenges for media members
LEGOLAND MALAYSIA
5TH ANNIVERSARY
MEDIA EVENT Official Gambit
Special Media Gift to commemorate
the weekend
Each media member is given
Include press release, list of
a brick to contribute to the building
promotions & activities for
of a 5th Anniversary Birthday Cake
5th Anniversary
NINJAGO MOVIE SCREENING

Tactical Idea: Media Event (NINJAGO Movie Screening)
WHO WHAT WHEN

Media Members NINJAGO Movie Screening
Dailies, Lifestyle, Women,
September 15th
Family, Travel, GSC Gold Class Screening
Entertainment Media Experience for the media
WHERE HOW
GSC Signature Invite all media members to screen
@The Gardens the NINJAGO Movie
SOME MEDIA PLATFORM EXAMPLES

Tactical Idea: Media Invitations
LIFESTYLE MEDIA
Malaysia
FAMILY MEDIA
Malaysia
DAILIES
Malaysia
TRAVEL
Malaysia
INTERNATIONAL
MEDIA
Malaysia
With this campaign for all markets, it is clear that each medium has a purpose
Lets start with Malaysia and Singapores channels

SOCIAL CHANNELS: INFLUENCER:

FB, IG, YouTube, E-mail, Online
Twitter Review Portals,
Social Advocacy
Earned Influencer
Objectives: Media Media Marketing
Reach,
Engagement, Objectives:
Conversion Conversion, Loyalty
(Purchase Intent)
Native
Dialogue
Advertising
Owned Promoted
Paid ADVERTISING:
DIGITAL ASSETS:
Corporate Website,
Media Content Media Sponsored,
Banners, Display,
Newsroom Paid Search, Paid
Social
Objectives:
Awareness, Objectives:
Conversion Reach
Channel purposes
CHANNELS
The most used Brand Engaging videos

Spark short form Closing the loop
channel globally engagement and for a distracted
conversations with conversions
for all content visual inspiration generation
Communicate Visual Social insights Playlists for All additional &

with fans Inspiration from online LEGOLAND necessary
PURPOSES Build Populate chatter Malaysias information for
awareness, hashtags Real time owned content users to close
Share Engagement brand, Inspiring videos the loop and
promotions channel for consumer & to showcase make a
Engage UGC KOL LEGOLAND booking/buy
community Build brand communication Malaysias tickets
Build brand love channel offerings
love
Others channels to consider
EMAIL ONLINE REVIEW INFLUENCER

CHANNELS
MARKETING PORTALS MARKETING
Build a loyal database of

Tap into a larger audience pool
consumers which allows us to Replies and Acknowledgement
and increase reach and
reach out to opt-in audiences of consumer reviews
brand awareness
at low cost
PURPOSES Awareness of brand Increase consumer satisfaction Reach & awareness to leverage
communication messages Increase conversions by on KOLs online influence
Encourage repeat visitors changing perception of Brand association with KOLs
detracting factors (bad reviews)
Content Distribution ACT: THINK (CONSIDERATION)
I start thinking maybe I should research

more about LEGOLAND and understand
if this is suitable for my family and kids
SEE (REACH) ACT: DO (CONVERSION)
I see something interesting that I DO something concrete by

resonates with me and my view making a booking on LEGOLAND
of the world website
LOVE (LOYALTY)
I love LEGOLAND and I will always want

to know what is the latest offering for
my family and kids!
Lastly, how do we know we

have successfully won the
hearts and minds of consumers?
Social Metrics
SEE ACT LOVE
I SEE something interesting that I DO something concrete by making I LOVE LEGOLAND and I will always
resonates with me and my view a booking on LEGOLAND website want to know what is the latest
of the world offering for my family and kids!
Tier 1: Total Campaigns Tier 2: Tactical Campaigns Tier 3: Always-on content

Festive Theme park Topical
New Product Launches Water park Passion Points
Brand Stories (Thematic) Rides Interests
Movies Trends
Brand Awareness Booking Brand Loyalty

(New) (New & Existing) (Existing)
REACH CONVERSION ENGAGEMENT

Social Metrics
Metrics help to answer: Is my content getting out there
SEE
Metric: Total Reach
The number of unique users that had the
I SEE something interesting that
resonates with me and my view opportunity to see content associated with
of the world your social posts
Tier 1: Total Campaigns Metric: Organic / Earned Reach

Festive The number of unique users that had the
New Product Launches opportunity to see content in their news feed,
Brand Stories (Thematic) or amplified by other users on your page
Brand Awareness
Metric: Paid Reach
(New)
The number of unique users that had the
opportunity to see an ad or sponsored content
REACH that directed them to your page
Social Metrics
Metrics help to answer: Are they searching for my brand/product?
ACT
Metric: Click-through rate
The percentage of people visiting a webpage
I DO something concrete by making
a booking on LEGOLAND website who access a hypertext link to a particular
advertisement
Tier 2: Tactical Campaigns Metric: Brand queries

Theme park Preliminary response from consumers,
Water park generally following an advertisement, tactical
Rides & brand campaigns
Movies
Booking
(New & Existing) Metric: Purchase Intent
The measurement of the probability that a
CONVERSION consumer will purchase a product
Social Metrics
Metrics help to answer: Am I connecting with my content?
LOVE
Metric: Engagements
I LOVE LEGOLAND and I will always The total number of user-generated
want to know what is the latest interactions generate a social impression
offering for my family and kids!
Tier 3: Always-on content Metric: Engaged users

Topical The number of users who have engaged with
Passion Points your social pages / page posts. We can also
Interests look at this by fan, follower or subscriber
Trends
Brand Loyalty
(Existing) Metric: Participation rate
The percentage of users who have engaged with
your page/posts relative to the number of users
ENGAGEMENT who had the opportunity to see it (total reach)
Now lets talk about China

With the overall direction,

The more you explore, The more you discover,
how do we make it relevant to the CN market?
Lets find out how they perceive LEGOLAND MY

Most of the reviews are positive
Source: http://blog.udn.com/littlehand/32192950, http://hellotasha.pixnet.net

They love LEGOLAND MY as well

General perception is that it is a great destination for families
My kids loved it. You can fit 5 people in the room. If you book the cheapest room or low floor rooms you cant see the view
of the theme park. Overall the room is not bad.
The kids love sleeping and waking up in the Lego bedrooms, and theres an endless amount of Lego movies or cartoons to
watch. There's a giant pool of Legos in the lobby where the kids could play for a long time.
Theres lots of options for breakfast and dinner, and the cost is not too expensive 108 for adults, 59 for kids under 12
years old. You can purchase all access pass to the parks from the hotel, and the price is better than if you buy online.
I personally think its more fun than Universal Studios SG. The kids say next time we must stay for a few more days.

We have a good starting point.

But, how do we keep the momentum going?
Setting the business objectives and digital objectives
INCREASE ENCOURAGE
BUILD
BUSINESS NEW RETURN
BRAND
OBJECTIVE BOOKINGS VISITORS
AWARENESS
FROM CHINA FROM CHINA
Build Fan base &

Create
conversations Drive positive
meaningful
DIGITAL about LEGOLAND reviews from all
interactions &
OBJECTIVE MY within Chinese OTAs within China
increase
Social Media market
engagement
space
How do we achieve our objectives?

Consumer
Understanding
Society
China is rapidly changing on all fronts:
society, economy and technology
What it means to us:

Economy Technology They have access to more brands, products,
information and money
Source: Warc, 2017

Parenting in China has evolved

Society
No longer are they satisfied with only one
aspect of the kids development (academia),
parents in general are under pressure to help
their child to be much more; more social,
speak more languages, more active
Economy Technology
Source: Warc, 2017

The Opportunity
Consumer Insight Brand Insight

No longer are they satisfied with only Being a brand for imaginative minds
one aspect of the kids development (kids), we are dedicated to harnessing
(academia), parents are under the value of play in kids development
pressure to help their child to be much and growth because when they play,
more; more social, speak more they learn about themselves and the
languages, more active . world around them

The Messaging Proposition
[] ,

The Messaging Proposition (ENG)


At LEGOLAND, everytime you turn, theres something new to explore,
and you can gain knowledge as you play.

Why read ten thousand books, It takes ten years to grow a tree, A strict teacher breeds
When you can walk one thousand miles of road. It takes a hundred years to grow a person a smart pupil
[] ,
A strict teacher breeds
Why read ten thousand books, It takes ten years to grow a tree,
a smart pupil,
When you can walk the LEGOLAND road. it takes LEGOLAND to grow a person
LEGOLAND breeds and outstanding pupil
How should this be communicated in

Chinas digital landscape?
Lets take a look and understand the

digital landscape in China.
CHINA MARKET - Social Landscape
LARGE & ACTIVE FRAGMANTED & COMPLICATED KEY PLAYER DOMINATION
1.369 billion
in population
710 million
active internet users
1.31 billion
mobiles registered
91% netizens access

internet via mobile
CHINA MARKET - Suggested Channel: WeChat
Communication tool based Monthly Active Users

on users relationship 762 million
CHANNEL PURPOSE
Avg. Daily Active Users
One to One
570 million (64%YOY)
Mass 1-to-1 # of WeChat service

communications with High Engagement accounts
consumers 10,000,000
Short form
updates/promos # of WeChat users that
Mobile CRM and
have credit cards attached
Heavily used app
to accounts 220 million
CHINA MARKET - Suggested Channel: Weibo
Information channel based on Monthly Active Users

users interests 282 million
CHANNEL PURPOSE
Avg. Daily Active Users
One to All
126 million (44%YOY)
Mass news type # of WeiBo service

communications with High Sharing accounts
consumers 3,000,000
KOLs to help build

brand presence # of Weibo users that shop
Widespread news stories
online 82%
To build a fan base, we have to start with KOLs to increase

brand awareness and improve consideration
CHINA MARKET - KOL Recommendation
PROFILE NAME Papi
23,500,000 followers
168,041 subscribers
https://www.youtube.com/channel/UCgHXsynhD8GxbFcNlPEn-_w
194,035 page likes
PROFILE NAME Joe & Grace
450,000 followers
25,638 page likes

PROFILE NAME UKTimes
429,056 Likes
http://i.youku.com/i/UNTQ0ODg0MjM2
6,180,035 video views

PROFILE NAME
Bao Zou Big News Events
http://i.youku.com/i/UNTQ0ODg0MjM2
2,199,000 subscribers
With the growth of a fan base, we can start

initiating campaigns to drive bookings to
LEGOLAND MY from China.
This is what the ecosystem would look like.

LEGOLAND Malaysia China Social Media Ecosystem
DRIVE TRAFFIC ENGAGE & SHARING
PAID MEDIA OWNED MEDIA EARNED MEDIA
Branded
Social
Weibo KOLs Service Shares KOL Followers
Content Newsfeeds
ONLINE
KOL Live Streams

LEGOLAND MY
Brand Site Campaign Account Shares
WeChat/ Weibo Ads microsite
All Retweets &

Drive Traffic Social Shares
Social Event with KOLs Shares
OFFLINE
Generate Content, recruit new fans/

potential visitors
Drive Traffic & Enhance Experience
Clickthroughs &
Future Roadshows Bookings
Generate content, recruit new fans/potential visitors
SEA LIFE
CAMPAIGN
COMMUNICATION STRATEGY
The More You Explore,

The More You Discover
AMAZING
DISCOVERIES:
Coming Soon To LEGOLAND Malaysia

in 2018
KEY ART
01 SEA LIFE A series of key art is created to

tease on the imminent arrival of
IN LEGOLAND Sea Life in LEGOLAND Malaysia
KEY ART
STORYBOARD The teaser video will bring to life the
02
message Amazing Discoveries.
SEA LIFE As participants in the this video will find
out, great rewards await when you
TEASER VIDEO follow the fish.
1 2 3
Scene begins by showing snapshots of people Cut to a lighted shape floating into frame. The passerby looks up to discover a whale-shaped
walking on the streets. light swimming beside him.
4 5 6
The kid follow them.
Cut to another scene where a school of fish-shaped It catches the attention of a little girl who The fishes will lead the little girl to a staged set-up
light swims across a zebra crossing. immediately chases after the school of fish. of an underwater world filled with LEGO characters.
7 8 9
Amazing Discoveries
Await Every Explorer
Get Ultimate Pass
Cuts to the little girls happy reactions. Supers End scene with logo, endline, and CTA to buy the
Ultimate Pass.
ENGAGEMENT Fishes will form different letters
03
through IG stories everyday.
IG STORIES Participants need to tap through
the stories to figure out the WORD
WORD GUESS and message to win.
Can you guess?

Tap and Guess! Keep tapping! Keep tapping! Keep tapping!
Swipe up to reply us
2 3 4 5
EDUCATION
04 ALWAYS-ON
CONTENT
Fun bite-sized educational
content on sea creatures
It boggles the mind that I Have No Brain. She sees a seahorse in her sleep when she should see
the seahorses at sealife!
Communication Strategy: The More You Explore, The More You Discover
Sea Life Teaser Campaign: Amazing Discoveries
Key Art Teaser Video Instagram Engagement Always-On Content


Let LEGOLAND Malaysia take you on a fun-filled explorations as you learn more of the world around you.
With LEGOLAND, you can always expect to discover something new as you go along on your merry explorations
We Keep Building Because You Never Stop Exploring AMAZING DISCOVERIES
CAMPAIGN SOCIAL & PR CAMPAIGN

THANK YOU
JULY 2017
Appendix (MY & SG Markets)

Content Audit : LEGOLAND Malaysia
Facebook Instagram Twitter YouTube
Fan Base 395,000+ 24,600+ 4,800+ 1,400+
Average
49.8 29 26.04 0.8
Monthly Posts
Videos of Launches,
Broadcast platform Showcase Visitors Broadcast platform
Channel Purpose Community Engagements Holiday Greetings Showcase Visitors
celebrations, BTS, trending
topics
Fun & Inspirational Fun & Inspirational Fun & Inspirational Captions are fun &
Comms/Tone
Promotional Engaging Promotional approachable
Bright Colors Bright Colors Produced & Edited

Visuals Same as FB/IG
Dynamic Imagery Photos of visitors videos
Content Audit : Sunway Lagoon Malaysia
Fan Base 313,000+ 23,800+ 4,700+ 2,000+
Average
70 56.6 39.06 1.2
Monthly Posts
On ground launches,
Sales/Deals/Promos Sales/Deals/Promos Sales/Deals/Promos
Channel Purpose celebrations &
Visitors Photos Visitors Photos Visitors Photos attractions videos
Friendly/Inclusive Friendly/Inclusive Friendly/Inclusive Captions are friendly

Comms/Tone
Promotional Promotional Promotional & promotional
Promotional Promotional
Raw on ground footage
Visuals Graphics Graphics Same as FB/IG
Promo videos
Visitor Photos Visitor Photos
Content Audit : Resorts World Sentosa (Universal Studios Singapore)
Fan Base 1,100,000+ 38,800+ 51,400+ 8,600+
Average
68 58.4 467.79 5.6
Monthly Posts
Showcase different Celebrity photos Broadcast RWS Videos

Channel Purpose parks + CSR Community Regrams Lifestyle/premium Lifestyle/Premium
Drive bookings F&B offerings content Videos
Informational Informational Informational Informational

Comms/Tone
Direct/Short Direct/Short Direct/Short Direct/Short
Bright feed
Bright feed Content from FB+IG+YT Premium/high end
Visuals Slightly inconsistent
Hi-res photos Media coverage /edited videos
images
Content Audit : Resorts World Genting
Fan Base 303,000+ 6,200+ 4,500+ 3,200+
Average
82 30 60.45 8.8
Monthly Posts
Celebrity photos Music performances

Broadcast channel
Channel Purpose Lifestyle premium YouTube Feed Corporate videos
Event Promotions photos Lifestyle videos
Chinese captions Chinese captions

Premium
Comms/Tone Premium Premium Chinese Captions
Conversational
Conversational Conversational
Promotional
Premium/high end
Visuals Graphics Hi-res Photos YouTube
/edited videos
Hi-res Photos

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What is the overall communication strategy being proposed?

What is the overall communication strategy being proposed?

What are some of the creative ideas being proposed for LEGOLAND Malaysia's 5th anniversary celebration?

What are some of the creative ideas being proposed for LEGOLAND Malaysia's 5th anniversary celebration?

| Strategic

Rewriting the Playbook

And we ask ourselves

Just like what Ian Rowden said,

(Chief Marketing Officer, Virgin Group)

What about us?

Today we want to unlock the

Five years ago, LEGOLAND Malaysia

Ever since then,

People love LEGOLAND. They know LEGOLAND is designed for families.

So much fun here! Nice hotel to stay with family..

Overall, I am happy that my child happy (Sharon Lee)

Source: Google Reviews, 2016-2017

INCREASE BRAND AWARENESS INCREASE BRAND LOYALTY

To develop a proposition that can see

IMPROVE CONSIDERATION DRIVE REPEAT VISITS

Win Share-Of-Mind (and thus Share-Of-Market) by being a High Engagement Brand

Source: Google Reviews, 2016-2017

All amusement parks are designed for families and kids

Source: Google Reviews, 2016-2017

What we need is not just a messaging proposition Something is always happening

We need to be a High Engagement Brand that

Understanding why we, in general,

With 2 LEGO Bricks, With 3 LEGO Bricks, With 6 LEGO Bricks,

It gives you a sense of freedom to

LEGO is more than just a toy company

Source: Client Brand Book, LEGO Official Website

Source: Client Brand Book, LEGO Official Website

The role of LEGOLAND is to amplify what LEGO is already doing

Source: Client Brand Book, Merlin Annual Report

LEGOLAND is dedicated to harnessing the value of play through an exciting

Source: Client Brand Book, Merlin Annual Report

How should this be communicated to consumers?

DEMOGRAPHICS CURRENT BEHAVIOR BASIC MINDSET

Millennial parents with kids Asian parenting styles Progressive

Progressive parents believe that

They believe play is crucial for

But the research tells us otherwise

An epidemic of myopia (short-sightedness) is sweeping through Asian children.

Pressured to perform academically, children are spending most

China is not a place for kids to play.

We think they need to learn as much

Source: Post Magazine, 2017

Not only do kids suffer, parents suffer as well

I save every month towards my kids education

The greatest gift you can give your kids is a sound

Parents become very strict about grades and academics.

Source: Gen X, VMLs Attitudinal Study

As a result, play is not important. Parents may limit their exposure to

Bringing everything together

However, all the efforts may be

Bringing everything together

However, all the efforts may be

Bringing everything together