Malaysian Media Awards Winners Showcase

2016 | |

A ‘Tricky’ Wallpaper Advert

Advertiser: PETRONAS Group
Creative Agency: -
Credits: -

The Challenge
Petrosains hosted Illusion Exhibition which showcases artworks developed through the science behind audio & visual perception. The aim of the exhibition is to enable understanding of science through illusions with the proposition of “Nothing is As it Seems”. However, footfalls to the exhibition was low because PETROSAINS is normally considered a venue for kids only. Now, instead of children, we needed to capture new audience, teens & young adults.

Insight, Strategy and the Idea
INSIGHT: We noticed a spike of interest on social media debating about the gold & blue dress. This was a perfect example of optical perception.

STRATEGY: Create buzz with adults and teenagers using the route of “debateable illusions” IDEA: Inspired by the works of master artist of 3D street painting we created the 1st ever 3D anamorphic outdoor advertising in Malaysia! The idea was extended to digital, where we kept the conversation alive on social media.

Media Execution
We first selected 2 key areas where traffic was high and worked with experts in optical illusions in creating our 3D anamorphic wallpaper. KLCC and Masjid Jamek LRT station because of its high traffic amongst our target audience. Each wallpaper piqued the curiosity of the audience and gave a hint of what can be expected in the exhibition. Viewers were then directed to social media where trivia questions about illusions provided an extension of the experience. This generated more curiosity to visit the exhibition to learn more about the science behind most grand illusions.

Results and Effectiveness
Our 3D anamorphic wall art received an estimate of over 5.4 million impressions in a single month! Social buzz: 3,562 conversations Media ROI: 2.8x Most importantly, our campaign over delivered KPIs by 16% with a total of 49,177 footfalls generated during the campaign period! Sales worth RM 1.3 million