e-BIG News – Edition 19

Excite audiences with this media, which appears to defy gravity, architecturally conceptualised with a side tilt towards an apex. Aptly named Iconic @ NSE (North - South Expressway), this one-of-a-kind design structure allows advertisers to convey an impactful brand perception along the Kuala Lumpur (KL) - Seremban stretch of the NSE. Offering an extensive display size; larger than the size of an average studio apartment, brands are able to capitalise the sheer dimensions and design attraction of this media to convert travellers, business owners and families who travel on this part of the expressway to become brand advocates.

Stretching from KL to Johor Bahru, the southern part of the NSE allows brands to establish a premium and loud footprint within the Southern Region.
Scaring LRT Commuters with Life-size Eerie Movie Characters
LRT commuters were given a scare with life-size figures of eerie characters from the movie, Scary Stories to Tell in the Dark. A creative initiative by MM2 Entertainment, this campaign instilled curiosity amongst the young and trendy KL urbanites to promote shareability and online engagement towards the screening of this movie. With an average ridership of 14 million monthly*, and 1 in 5 of LRT commuters having a cinema subscription**, brand presence on the LRT lines is ideal to achieve experiential influence of audiences, boosting ticket sales and driving footfall for screenings of movies.

The 3D displays of these movie characters were strategically placed in the Masjid Jamek and Pasar Seni LRT stations, both are high-traffic interchange stations serving the LRT Kelana Jaya and Ampang & Sri Petaling lines, and serving the MRT Sungai Buloh - Kajang line, respectively. This network of lines are extended across all regions of the Klang Valley, traversing multiple commercial business districts and dense residential areas, reaching an array of demographics.

*Prasarana ridership, January to December 2018
**IPSOS, as commissioned by Big Tree, 2017
IKEA Driving Online Purchases and Activation
Without having a physical store in Sabah or Sarawak, IKEA reimagined their brand presence in East Malaysia by extending their offerings via the IKEA online store. Present in the Kota Kinabalu International Airport and Kuching International Airport, IKEA was able to drive online purchases and activation by positioning advertisements on Lift Graphics and Lightboxes.
Creating presence in these airports reaches business flyers, local and international tourists, and families. With an average waiting time of 1.5 hours in the airport, IKEA leverages on this element for flyers to be on their smart devices to explore the array of products on IKEA’s online store.
Weather-influenced Brand Messages
Telekom Malaysia (TM) Unifi created excitement amongst targeted audiences by aligning their promotional messages to the current time and weather on the Cubig @ Bangsar digital OOH. TM Unifi’s #khabarbaik campaign had included 3 different visuals with respect to the current time and weather; day time, night time and during rain.
This innovative offering namely Big Effects: Weather Detection offers brands with time and weather-sensitive brand messages to enhance brand influence on audiences, as well as to instill strong brand recall. Brands present on the Cubig @ Bangsar can leverage on the attention provided by road users of Jalan Maarof who are mostly affluent, corporate decision-makers as well as trendy and influential figures.
Scented Tunnel by Bath & Body Works
Bath & Body Works; one of the leading brands in body care and home fragrance had set a precedent in launching a new product. In offering an immersive experience which ignites curiosity and establish recall, Bath & Body Works enticed audiences at the KLCC Convex Crossing with both stunning visuals and alluring scent of the new suite of fragrant product launched.

Scent diffusers which emitted the aroma of the launched product were installed at the KLCC Convex Crossing
package for Bath & Body Works, provided a pleasant scent to the local and international shoppers, as well as corporate leaders who walked to and from Suria KLCC and KLCC Convention Centre.

With the presence of a Bath & Body Works outlet in Suria KLCC, this experiential campaign generated ideas for the purchase of fragrant body care, as well as imparted persuasion of shoppers near to the point-of-purchase.

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