Helping Malaysians At Their Most Vulnerable
4. Outdoor Kancils [4.8 Best use of Cultural Insights in Outdoor]
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Links:
Product/Service:
Mall
Client:
IKANO Corporation Sdn Bhd
Brief:
IPC Shopping Centre was looking to establish themselves as the go-to dining destination, with the new addition of F&B options to their already impressive list.
But how could it flag down audiences to visit, as well as compete with surrounding malls and nearby outlets that were already dominating?
Solution:
When it comes to lunchtime, every Malaysian faces the daily conundrum '“ 'Where to go for lunch without queuing for so long?' This tension is experienced most by One Utama workers who have to fight between waiting in line for their favorite restaurants or wait endlessly for their Grab delivery to arrive.
We echoed their thoughts through a series of outdoor messages appearing on Automated Platform Gates (APG posters), Lightboxes and OOH Billboard. They were strategically placed at 1 Utama MRT station (next to IPC's biggest contender) to target train and road commuters to direct users to IPC.
Our messages teased and enticed our audiences into making that convenient stopover at IPC '“ for a multitude of delicious lunch options, minus the crazy queues. Names of various food tenants were featured, together with each of their yummiest signature offering.
