Coach takes its roving Christmas playground across Malaysian states

Coach has launched its “Coach on The Move” initiative which is a bespoke holiday experience across four major cities in Malaysia in December.

The campaign will first launch at APW Bangsar Kuala Lumpur on 2 December and will remain until 4 December, before continuing its journey to Johor, Penang and Putrajaya. It will then travel to Johor Premium Outlets, after which it will head to Hin Bus Depot at Penang, ending the tour with IOI City Mall at Putrajaya.

According to the brand, the campaign is inspired by its holiday messaging “Feel the Wonder”. As part of its execution, the brand also created a life-sized Rexy inflatable installation. Rexy has been the brand’s mascot since 2016, and will be seen in three different holiday designs in Malaysia, Singapore and Thailand.

To create a unique experience for shoppers, and live up to its “Coach on the move” promise, the brand also has a double-decker bus decorated in joyful Coach Holiday décor as part of its execution. The double-decker bus is said to have a “playground-inspired experience”. The execution also has photo areas, outdoor lounges, a Rexy figurine acrylic painting, and a skincare booth by Chuck’s. The brand has also created a holiday coffee booth with Gigi Coffee, where visitors can find a bespoke holiday coffee menu inspired by Coach’s theme of holiday wonder.

Tying the offline campaign with an online execution, the team has also created an Augmented Reality (AR) Rexy experience by allowing shoppers to scan a QR code provided at the venue which will lead them to Rexy’s playground.

Coach did not respond to A+M’s additional queries.

Coach has actively made its presence felt in Malaysia. In May this year, it tapped on fashion icon Jane Lau as well as its store associates Afi Ivan, Mira Radzi, Sabreena Hadi, Scarlett Yap, and Valerie Chuah to be its key opinion leaders. This was part of its Spring 2022 collection. Coach said the KOL programme is a unique initiative that is part of its efforts to empower store associates as influencers. The initiative helps trainees develop skills such as public speaking, styling, and hosting livestreams to help them on their career paths.

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