Malaysian Media Awards Winners Showcase

The Challenge
Reaching out to busy Malaysians is never easy. We needed to create a cut-through medium to elevate the awareness of the first-ever BMWWorldMalaysia event and lead intent to purchase from the website. Here’s the best part – there was only one weekend to go before the event and we were given 48 hours to plan and roll-out.

Insight, Strategy and the Idea
Our strategy was to “turn heads twice”. The need to go overdrive to gain awareness leading to action had to evolve around stopping elusive Malaysians during their weekend routines, with an element of surprise. ‘Turn heads twice’ needed to be disruptive at the very least. Out-of-home was the medium of choice as the campaign aims to target drivers and passersby at key congregation areas – with a very minimal budget.

Media Execution
Using readily available cars as makeshift advertising media, we covered them fully with an invitation message to BMWWorld. It cannot be missed in a sea of cars because it’s just different. That caught every passersby’s attention. The cars also had a hidden functionality – a fully-equipped mobile phone tracking device that is able to know who amongst those who stop-and saw the invitation actually went to the event. For the 1st time ever in Malaysia, an outdoor campaign was monitored based on real-time pedestrian traffic data. This allowed us to optimize impressions by moving to locations where there are greater chances of being seen.

Results and Effectiveness
Using readily available cars as makeshift advertising media, we covered them fully with an invitation message to BMWWorld. It cannot be missed in a sea of cars because it’s just different. That caught every passersby’s attention. The cars also had a hidden functionality – a fully-equipped mobile phone tracking device that is able to know who amongst those who stop-and saw the invitation actually went to the event. For the 1st time ever in Malaysia, an outdoor campaign was monitored based on real-time pedestrian traffic data. This allowed us to optimize impressions by moving to locations where there are greater chances of being seen.