Big Or Small, MR DIY Has It All
4. Outdoor Kancils [4.4b Best use of ambient: Campaign]
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Links:
https://youtu.be/VtF8YYU_eio?si=kHfeYNvnDjbuySyW
Product/Service:
MR DIY
Client:
MR DIY
Brief:
Since opening its first outlet in 2005, MR DIY has evolved from a humble DIY hardware store to a superstore that carries nearly every daily essentials you can think of. However, despite being a household name, MR DIY is still largely perceived by Malaysians as a mere one-stop store for DIY hardware. But who can blame them? DIY is literally in the MR DIY name.
While we can't change the brand name '“ that would be both drastic and unwise '“ we can change the perception of our audience and shed the outdated imagery. So our task is simple: show Malaysians that MR DIY has more than just DIY hardware tools.
Solution:
The simpler the task, the harder it is to stand out. And if we were to change a perception as ingrained as our audience's, it is imperative for the campaign to stand out with a compelling message and an unconventional idea.
Enter the Big or small, MR DIY has it all campaign.
A literally big idea that saw giant installations placed at beloved landmarks and key MR DIY outlets to showcase the diverse range of products that MR DIY carries beyond DIY hardware tools. But we didn't just go big for the sake of going big. Each giant installation wasn't just an awe-inspiring gimmick to garner attention, but a key component that drove our narrative '“ that MR DIY has it all '“ in a way that was both memorable and meaningful. Big impressions were left, big headlines were made, a big record was set, but most importantly, the big message was delivered to our intended audiences in a big picture way.
