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Malaysia Airports aims to become retail hub

Malaysia Airports has chosen Lowe as its strategic retail branding agency, to create consumer engagement platforms for klia2.

Targeting a broad spectrum of shoppers, Lowe’s key challenge is to bring the positioning of Destination Curious to life. This is to be done in a campaign which would manifest the retail brand values of experiential, liberating, innovative, thrilling and ever-changing (ELITE). In solution, Lowe created a retail experience comprising a strategic two phase engagement.

Phase 1, pre-launch: What’s in Your Bag?

This virtual shopping based digital activation program was launched as a 15 day prelude to the official opening of the retail experience.

Visitors were encouraged to submit their dream klia2 shopping list and given virtual money amounting to RM5000. A giant 3D shopping bag structure was strategically placed at vantage points within the klia2 airport, urging travellers to scan the QR Code and play the virtual shopping game. Daily and grand prize winners could walk away with cash vouchers to shop at klia2.

The game saw:

a)  Participation of over 56,000 visitors from countries like Malaysia, Japan, US, Australia, India

b) Over 155,000 virtual products purchased/checked out.

Phase 2: ‘Wonderful Visit to Oz’

The official launch of the klia2 Retail experience was marked with a competition for an all-expenses paid trip for four to the Gold Coast, Australia, under the banner ‘Wonderful visit to Oz’.

Shoppers can enter the draw, or engage in mini curiosity games and win instant vouchers. Loyal customers are rewarded with increased chances to enter or play. Besides promoting the experiences of shopping, dining and recreation at the new opened hub, this campaign also aims to promote the ‘5 ELITE Senses’ that the klia2 experience is built upon.

Mazuin Zin, managing director, Lowe Malaysia said: “Today air travel is much more than just jetting off and touching down. In fact airports are re-inventing themselves to offer what is called ‘Airport Bliss’ where shopping, recreation and leisure form the soul of this experience. At Lowe we were excited to be part of this challenge of continuously building on travellers’ curiosity. Both ‘What’s in the Bag?’ and ‘Wonderful Visit to Oz’ engagement initiatives build on the retail experience promise.”

klia2 is Malaysia’s new purpose-built airport terminal for low cost carriers, and provides seamless connectivity with KLIA’s full service carriers. klia2 has the capacity to cater for 45 million passengers a year, with over 35,000 sqm of space devoted to retail.

Destination Curious runs across summer 2014.

Campaign Credits

Client:

Puan Faizah Khairuddin, Senior General Manager, Commercial Services, MAHB

Agency:

Kevin Yeoh, Business Group Head

Michelle Wong, Senior Account Executive

Jolene Ooi, Account Executive

Zaidi Awang, ECD

Mohammad Iqbal, Art Director

Justine Lee, Copywriter

Sailesh Wadhwa, Strategy Planning Director

Social Media & Event Partner:

Keith MacFarlaine, Director of Strategic Planning, Company27

Jason Teh, Account Director, Pico International

Derrick Foo, Project Manager, Pico International

Mei Kuan, Quattro Communications

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