4. Outdoor Kancils [4.5 Best use of live advertising events]
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Links:
Product/Service:
Telecommunications
Client:
U Mobile
Brief:
The Special Olympics provides sports training and competition to athletes with intellectual disabilities. In the lead-up to the 2023 Special Olympics World Games in Berlin, the Malaysian Special Olympics Team, despite their remarkable talent, were seemingly forgotten as they had limited support due to a lack of awareness. U Mobile wanted to change this narrative and unite the nation in support of these exceptional athletes. But with their training behind closed doors and the event taking place overseas, we faced a unique challenge: How could we show the athletes that the entire nation stood behind them?
Solution:
We transformed digital billboards everywhere into a platform to showcase Malaysian support LIVE. We first raised awareness for the upcoming Special Olympics World Games by running out of home ads showcasing our athletes in action. As people started noticing our message, we then called on them to tweet their support with #UnbeatableTogether and #MyUnbeatableTeam. As the tweets came in, we turned them into larger than life cheers that were proudly shown on digital billboards to encourage even more Malaysians to join in and cheer our athletes on.