To mark the launch of its first flagship store in Sunway Pyramid and two more stores in Pavilion Kuala Lumpur and IOI City Mall, FILA captivated audiences with a multi-layered gaming experience that turned transit time into a fun-filled adventure.

Inside specially branded LRT trains along the LRT Kelana Jaya line, commuters embarked on a FILA QR-hunting spree where they had to find 4 different-coloured FILA QR codes to obtain a voucher that was redeemable on one of the three FILA stores.

On top of promoting on DOOH screens and Vertical Lightboxes, FILA further amplified its brand presence by organising a one-day treasure hunt across LRT and BRT stations where celebrities and influencers competed to race across the city all the way to FILA’s flagship store. This activation not only connected FILA’s community but also created buzz and anticipation for the store opening.

The excitement continued with the FILA In-Store QR Code Hunt at Sunway Pyramid, Pavilion KL and IOI City Mall where scanning QR codes in-store allowed customers the chance to win limited-edition FILA prizes.

These distinct activations showed how Out-of-Home (OOH) campaigns can creatively merge physical spaces and digital engagement, such as blending a treasure hunt with an interactive in-train experience to create memorable brand touchpoints. It’s a fantastic example of how gamification and interactive strategies could turn everyday spaces into vibrant, immersive experiences for audiences.