Malaysian Media Awards Winners Showcase

<iframe width=”853″ height=”480″ src=”//www.youtube.com/embed/SxxvS345Jc0″ frameborder=”0″ allowfullscreen></iframe>

Challenge
To amplify TM’s position as the technology leader in the telecommunication category, we suggested turning their iconic “Menara Rebung” into a digital facade. The challenge was, there can be no drilling or visible structure on the building as that will damage its aesthetics. This required a more complex construction approach.

Solution
We built a 3,500m² curtain LED screen on TM’s iconic building (HQ) which was located along Federal highway, the busiest road in the country. No such screen was ever built. It was a costly exercise but we could do it because of the huge savings derived by shifting our strategy from pure bought media to owned media. Bought OOH sites are 50% costlier compared to sites we built on TM’s own properties.

Execution
Having TM’s mandate in mind, we avoided drilling works on the building. All components were customized and followed the building facade colour to create that “invisible” effect. Rubbers were used as a lamination layer to ensure that the claddings did not touch the building. Fine rubber coated steel cables were used instead of structures. This first in Malaysia mammoth project took a month to complete. Everyone was ecstatic when the screen went live.

Results
TM has won an award in conjunction with Merdeka Celebration. It’s a potential revenue stream for TM. The screen will self amortize in 2 years and protects against annual advertising inflation of 20%-30% in 5 years time. It reinforces TM’s market leadership position as the pioneer of digital OOH advertising.