Malaysian Media Awards Winners Showcase

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