Malaysian Media Awards Winners Showcase

The Challenge
PETROSAINS, a learning centre based on “play and learn” concept, had launched
its exhibition, DinoTrek 2 in Alor Setar, Kedah.
Its objective: to educate children about dinosaurs and the Jurassic period. How could we drive mainly non- urban, geographically dispersed audiences of the north to buy tickets to DinoTrek2?

Insight, Strategy and the Idea
INSIGHTS: Northern region is mainly non-urban, and people lack excitement in their daily routines, as few events happen there. In non-urban areas, media isn’t so fragmented and newspapers are effective.
STRATEGY: We decided to add drama to consumers’ lives by dramatizing the exhibition itself. We brought dinosaurs to life in print. Newspapers allowed us to interact with consumers. Harian Metro was carefully selected because it is the No.1 paper in reach in the north (Source: AC Nielsen).
IDEA: We created the first-ever newspaper ad that transformed into a dinosaur through origami.

Media Execution
ATTENTION GRABBERS: For high visibility, we first created a mock headline on a
newspaper front page about a Tyrannosaurus spotted in Kedah.
SPECIAL INTERACTIVITY: To capitalize on the format, we included a special mechanic within the front page takeover. Children could make their own dinosaurs, thus living the PETROSAINS DNA of ‘play & learn’ through origami.
REDEMPTION: The origami dinosaur is functional too: it acted as an exchange voucher. Readers could take the origami dinosaur to the exhibition to claim a free dinosaur plush toy upon their visit, thus generating higher footfalls.

Results and Effectiveness
Our Paper Dinosaurs shook up the North! Ticket sales increased 14% after the
ad. Print contributed significantly to dramatic sales achievement where 125,274
tickets was sold vs. the original set KPI of 40,000 tickets. 190 dinosaur plush toys
redeemed vs. the KPI of 150. We successfully connected with the target
audience through “playing and learning” with the No.1 northern newspaper.