Sunway ventures into OOH space, targets RM500,000 ad revenue by year end

Sunway group has formed joint venture (JV) with PopBox Asia called Sunway PopBox, where consumers can drop off and collect their e-commerce purchases. The collection points were created as part of Sunway’s plans to tap into the growing e-commerce industry in Malaysia.

With a two-pronged approach in mind, Sunway also created the collection point such that they can double up as OOH media spaces. Michael Lee, head of partnerships at Sunway Group who is spearheading Sunway PopBox, told A+M that the group is expecting an ad revenue of RM500,000 by year end.

Its first client, Grab came on board in March this year in taking up its top spots in areas such as Sunway University and Subang's Inti College. Its two other clients include Axiata and Food Panda jumped onto the bandwagon in April for its campaign in Sunway Pyramid shopping mall. Lee said Sunway is also in talks for potential advertisers and brands such as Spritzer, HSBC, Shiseido and also several other media houses.

Lee added that advertisers are now able to “catch thousands of eye balls” with large funky pop art or posters decorating these terminals. They are also set up at busy locations around Klang Valley and around Sunway-owned properties including condominiums, residences, offices and shopping malls.

To market its new service, Sunway PopBox has set aside about RM200,000. This will be done mostly on social media and with on-ground activation at locations such universities, condominiums, office blocks and shopping malls.

Unfazed by other competitors such as Poslaju which has its EziBox, and Berjaya's BOXiT which is available in 7 Eleven, Lee said it aims to be the largest automated parcel locker operator in Malaysia with 60 locker locations already parked around Klang Valley compared to EziBox and BOXiT which each has about 20 locker locations in the country.

He added it plans to expand its new offer to other parts of Malaysia such as Johor, Ipoh, Penang, Terengganu, Kelantan and Pahang in the next two years. Sunway PopBox is also currently in talks with Lazada and Zalora for a possible collaboration estimated to materialise in the year end.