Pavilion KL’s ox-picious CNY stunt captures the attention of Samsung MY

Pavilion Kuala Lumpur’s Chinese New Year ad featuring a 3D Golden Bull Greeting video has brought onboard Samsung as one of its major advertisers. This is the first time Samsung is tapping on a 3D activation for its OOH advertising in Malaysia after being approached by Brandavision, and it can be safely said that the iconic Golden Bull played a role in captivating the attention of the smartphone maker.

So much so, that in Samsung’s latest ad, it pays homage to the golden bull with a businessman pausing to watch the video and capturing it on his Samsung foldable smartphone. He then showcases it to his family.

This is the second time such a 3D animation has been featured on Pavilion KL's LED screen owned by Brandavision. The first was during Chinese New Year which featured the Golden Bull charging into Pavilion KL with energy to kick away COVID-19, leading the nation into a healthy and prosperous 2021.

“With the 3D Golden Bull greeting video going viral, it helped to put Malaysia at the forefront of creativity and innovation. Being able to engage with the international audience through immersive experiences is important as it delivers top of mind brand recall for the country," Joyce Yap, CEO of Retail, Pavilion KL said.

“Samsung has always been at the forefront of innovation breakthroughs as well. As this is the first digital screen in Malaysia to have such a 3D animation video experience, it is, of course, an initiative that we are proud to be a part of with Pavilion KL," said Samsung's CMO Elaine Soh.

“It is extremely exciting to be able to offer brands a suite of creative media buy options to offer a truly immersive and captivating experience to target audiences. We are looking forward to taking creativity a step further and working closely with collaborators to present more thrilling and effective content to all," Suzanne Chai, director of business, Brandavision said.