Malaysian Media Awards Winners Showcase

Challenge
The challenge was to “teleport” Malaysian and foreign holiday makers from Penang and JB to Sunway Lagoon in KL. Sunway Lagoon’s unique proposition was the fact they had something for everyone and can keep them entertained throughout the day!

Solution
Malaysia never sleeps. We have mamak restaurants, fast food, convenience stores and even some clubs that open all day and night. We capitalized on this insight to highlight the fact that Sunway is all about 24 hours of Non Stop Fun as they have Water Park, Interactive Zoo, Scream Park and many other attractions. Sunway Lagoon is a haven for fun seekers to have the time of their life day or night!

Execution
We commissioned a world class Swiss clock maker to create the biggest ever clock in Malaysia on a billboard. The clock pointed real time at different activities suitable for different times of the day. These billboards were strategically placed in Penang (Komtar) and JB (entry point from Singapore). Similar executions were also sited in other locations for campaign coverage but without an actual clock. The execution embodied Sunway Lagoon’s Non Stop Fun positioning.

Result
The boards became landmarks and will get Malaysia Book of Record recognition. Visitation to the park increased by 20%. Close to 42% of visitors from Penang and Johor claimed to have seen the clock. Sunway remains as the best water park in Asia for the 2 year running.