2018 | Finalist | Best Use of Out of Home/POS Media
Advertiser: Sportswork Group Sdn Bhd Brand: KL2017 SEA Games Creative Agency: - Credits: -
Primary research indicated whilst 80% have heard of SEA-Games, 65% did not know/care that Malaysia was the host country. Key challenges: – Build awareness and familiarity for the 38 sports and the athletes – Drive public interest to cheer for the Malaysian sporting heroes.
Insight, Strategy and the Idea
Research shows that the fastest medium to build awareness and imagery stickiness amongst mass audience is Out-Of-Home (OOH). A 2-phase approach was adopted: •Awareness- Save-the date: Driving anticipation that KL2017 was coming using the SEA-Games mascot Rimau in action demonstrating the 38 sports. •Once the athletes were announced, create familiarity for athletes competing in the 38 sports as many were not podium stars. We leveraged multiple formats – impactful sites along key highways, frequency buys using LED screens, light boxes, created temporary boards and bespoke ambient structure, including transit media to address the masses where they work, shop, travel and play.
1,050 out-of-home formats selected to fit our purpose: •Entry/exit points into Malaysia: Targets international visitors with pillars and wall-banners installed at Johor Bahru CIQ and created bespoke “running track” execution at KLIA •Showcase variety: Promoting the 38 sports via lamp-post lightboxes and LED screens •No sites, no problem: Transit media (busses) was used in semi-urban and interior areas where no other OOH formats were available •Driving event attendance: Temporary boards were created at 44 sporting venues within 3km radius showing the sport and our athletes who will be competing at the venue.
Results and Effectiveness
Successfully drove public familiarity for the Games:
• 100% recalled Malaysia as the SEA-Games host country vs. 35% prior
• 75% recalled that there are 38 sports in the SEAGames
• 81% could recall 10 Malaysian athletes out of 4,646 competing athletes
• All games were 90% sold out (with sports like Basketball, Swimming, Volleyball and Diving being 100% sold out). Source: Sportswork /Nielsen Sports & CommSights