2015
2015 | Finalist | Best Use of Out of Home/POS Media
Advertiser: RED BULL PRODUCT OF EUROPE Brand: RED BULL Creative Agency: - Credits: -
The Challenge
RedbullAirRace event was launching first time in Malaysia and if successful it would return to the region. We had a grave challenge of ensuring that we made enough impact to pull a crowd of 20,000 people (paid tickets) to an event which was unknown.
Insight, Strategy and the Idea
We had a direction in mind, as this one of a kind event will attract both the locals and the tourists landing into KL. Strategy: Map the consumer blue-print: We looked at creating a roadmap of the consumers from the Airport to the citycenter ensuring to capture both consumer groups. Create engaging touch points: We created a route of OOH touch-points that teased, allowed engagement and created repeated reminders. Adding Functionality: We had to ensure that the consumer had the opportunity to purchase tickets online on this mapped journey that we had created. Idea: The Golden Triangle Flight Path
Media Execution
The Golden Triangle Flight Path:
- Started from Airport @ KLIA Baggage Reclaim Area: Immediate attention catching digital screen caught the attention of the consumers with the Air-race videos and dates
- Moving to the Taxis with In- transit touch screens: 500 taxis, with in-transit touch screens engaged a captive audience for 45mins minimum, with Airrace content and the ability to buy tickets immediately by punching in your phone number or email.
- Arrival into KlangValley with Digital Screens: Just a peek into Klangvalley, there was a dominance of strategically placed digital-screens from OOOHM and powerscreens all along the highways and major trafficzones.
Results and Effectiveness
The science and art of the flight path created instant reminders, engagement and fascination for the consumer: Ticketed Attendance to the event: 40,500 (more than double) Tickets bought through the flight path journey: 7000! Internal Client Survey: 61% awareness for Airrace event in Klangvalley & 50% of respondents quoted OOH being the source of awareness
2015 | Gold | Best Use of Out of Home/POS Media
Advertiser: Permanis Sandilands Brand: Wonda Coffee Creative Agency: - Credits: -
The Challenge
Wonda’s launch woke up the giant competitor. Here’s how we surge stronger among the clutter.
Insight, Strategy and the Idea
Agency discovered an opportunity in InternationalCoffeeDay (ICD)—a global event that’s not owned by any brand in Malaysia. Owning ICD is Wonda’s ticket to elevate its credentials as a coffee expert and to build affinity with the coffee lovers in Malaysia. We wanted a campaign large enough to be noticed, for people to talk about. Research show people remember things better if it stimulates the 5 senses: eyes, ears, nose, touch, and taste.
Strategy: Wonda will heighten the sensorial experience in a controlled environment that we can closely monitor, and control stimuli to amplify the experience. No other out- of-home option was more fitting than trains. The idea: 5-Senses Train, a true Wonda 5-senses experience.
Media Execution
We know enjoying coffee is very much a sensorial experience. We wanted to arouse the interest of our consumers using their senses (5-S), to bring upon coffee sensorial journey: • Sight – Entire carriages covered in Wonda visuals. • Smell – Time-controlled scent diffuser installled to put a whiff of Wonda aroma in the air • Sound – Wonda jingle played with every on-board announcement. • Touch –Wonda discount vouchers were hung on the hand rails, which consumers can redeem Wonda Coffee at myNEWS outlets. • Taste – Sampling at stations to complete the sensorial journey. The execution is a FIRST in Malaysia and it shook the category, helping solidify Wonda in consumers’ minds.
Results and Effectiveness
96% of the vouchers redeemed! 9 out of 10 people to want to try Wonda. Sales figures were up by 109% vs previous month; overall, a whopping 250% increase in market share, from 8% to 20% when campaign ended. People are indeed talking about it, with RM1.3 million worth of earned media despite zero PR spends.
