#MARKiesAwards MY 2021 highlight: FrameMotion Studio lights up local tourism with fireflies

FrameMotion Studio wanted to launch a campaign to spread awareness on the decline of fireflies worldwide, while also promoting local tourism. It then worked with governmental bodies such as Melaka Tourism to further strengthen its promotions and launch FIREFLY, an interactive light exhibition. FrameMotion's creativeness to weave the symbolism of fireflies into its exhibition while promoting tourism in Melaka impressed the judges and secured it a spot as a finalist for Most Creative – Experiential at A+M's MARKies Awards Malaysia 2021.

Challenge 

To FrameMotion, fireflies symbolise the means of consuming the resources it has sparingly and without waste, akin to how fireflies use their energy to emit their lights in their short lifespan as adult fireflies. It was ever more important given the current state of the world where resources were exploited needlessly. These exploitations are still characterised as a culture of consumerism. Fireflies inspired the brand to live in an eco-friendly way by appreciating and respecting nature, down to the tiniest plant or animal.

On the other hand, FrameMotion also wanted to use the concept as a campaign to spread awareness on the decline of fireflies worldwide, as their numbers dwindled and twirled into extinction due to loss of habitat, light pollution, use of pesticides, over-harvesting and many more. By adapting and recreating the beauty that fireflies have to offer, the brand wanted to give the new generation a chance to experience the wonders fireflies can give without directly causing the decline of fireflies any further.

Moreover, it also wanted to raise awareness on the technological advances in the ways of marketing and entertainment to governments bodies, commercial industries, as well as the masses by using lighting, projection, software, and a heap of creativity to capture everyone's attention and blow their minds, while, at the same time, giving them a one-of-a-kind immersive experience of their lives.

In addition, FrameMotion wanted to promote local tourism, notably Melaka, which was the centre of tourism and had been hit hard by the pandemic. It worked with governmental bodies such as Melaka Tourism to further strengthen its promotions with campaigns such as, Relax@Melaka, Shopp@Melaka and Melakan Visit Melaka Packages 3.0 in order to raise awareness among people in Melaka.

Strategy 

To promote its event FIREFLY, FrameMotion focused on three main scopes of advertising: conventional advertising, digital marketing, and sponsorship marketing.  

Conventional advertising was done using methods like banners, advertising boards, and highway billboards. The banners and advertising boards were placed in various crowded places, including bus stops, streets, Freeport A’Famosa Outlet and A’Famosa Resort; to raise public awareness about FIREFLY. 

Digital marketing was done using two platforms – social media and online publications. This included page shares in many platforms and pages, customer engagement in page comments and reviews, inviting journalists to publish their experiences, and doing Facebook live sessions.

Lastly, Sponsorship Marketing was done by tying up FIREFLY with A’Famosa resorts and outlets to offer VIP guests and purchasers special passes and promotions. Moreover, FrameMotion also worked together with Melaka Tourism in conjunction with the launching of Kempen Melakan Visit Melaka Packages3.0.  

Execution 

The whole FIREFLY exhibition was divided into nine different interactive stations for clients to experience - The Tales of Firefly, The Symphony of Dandelions, The Beautiful Lyrics of Firefly, Firefly Field, The Sky of Wishes, The Flow of Lives, AR Color Aquarium, Touch The Magic, and Melaka Blue Tears. Employees were also tasked with escorting clients and briefing them on how to experience each station the best. That allowed FrameMotion to provide assistance to the clients in any way to enhance their experience.

Results 

Besides generating more word of mouth between the local communities about FIREFLY, FrameMotion was also able to create awareness about preserving the environment in Malaysia while creating opportunities to work in tandem with government bodies and local communities. 

Five months into the FIREFLY campaign, the company had reached out to over 799,000 people and increased its sales by 63% after kickstarting its marketing campaign, compared to the previous month. 

It also managed to receive a full five-star review from all its visitors - based on Facebook reviews, Google reviews, and customer feedback - who said that the campaign was a whole new exciting experience for them for a first-time visit to an interactive light museum in Malaysia.

FrameMotion was proud to be able to bring FIREFLY to the local communities and tourists, providing hope and enjoyment during such a challenging period, and giving an opportunity to families to have a closer bond and release their stress while enjoying the interactive lights.