Advertiser: MAYBANK GROUP Brand: Maybank Cards Creative Agency: - Credits: -
Maybank collaborated with the much anticipated Star Wars to take over the craze around the biggest Sci-Fi extravaganza. This partnership cost fortunes and we were only given RM 95,000 for 4 weeks to maximize participation for contest to win a trip to Star Wars themed park in London trip.
Insight, Strategy and the Idea
Most fans feel a strong nostalgia & they wished the STARWARS’ acts could happen in real. The movie resonated with people across generations hence was a family experience. Furthermore, media analysis suggested that Malaysian families spent a lot of time out of home especially in Malls. Agency suggested an innovative three prong “EXPERIENTIAL OOH WRAP” OF KLANG’S BIGGEST MALLS TO MAKE THE AUDIENCE BELIEVE “STARWARS WAS FOR REAL”.
1. The First & the Largest branded Movie Mural in Malaysia: For the first time in Malaysia, Agency executed a gigantic 55 by 40 feet customized Wall mural of Maybank Star Wars’ offer in the Midvalley Mall.
2. The first ever Activation Synchronization with OOH Mural: We synchronized our Middvalley Mural with the first ever StarWars flash mob in Malaysia. This was a live manifestation of their favorite movie right across Maybank StarWars wall mural.
3. Strategic Power screen takeover in the Galaxies near Cinemas: in 12 strategic locations around Klang valley located near Malls where Star wars were being showed in the cinemas. The mall list included: Berjaya Time Square, KLCC Suria, Ampang Point, and Quill City Mall amongst others.
Results and Effectiveness
77 million eyeballs throughout campaign period.
Mid Valley wall mural eyeball reached approx. 2.5 million eyeballs.
A total savings of 289% – Participation sky rocketed with 21,228
Revenues increased by 3,990,138
New subscriptions 7,349
Free PR worth 2,788,176