Appeton Dream Big Campaign
client
Kotrapharma
team
Big Bash Media
Freel Asia (Manpower)
Freel Asia (Manpower)
services
Ideation, Brand Strategy, Creative & Design, Venue Sourcing, VIP Mangement Fabrication, Event Management
date
14 - 19 November, 2017
An Out of the World Campaign
Bringing on their new Brand Ambassador, Datuk Dr Sheikh Muszaphar, to be the face of their new “dream big campaign”, big bash was tasked to execute an on ground and pr activation to get the word out.
Making Noise
As this was the first time the Appeton was executing a stand alone large scale event with a well known ambassador, the expectations were set. The key objective with the PR campaign was to get the message across the three key languages print publications, BM, English and Chinese. The story angle was key in order to pitch it to the publications. For the on-ground activation, the concept was to be fun, interactive and colourful in order to engage with the younger generation.
“As this was a launch of their Dream Big Campaign, Appeton looked into getting a Guest attendance for the launch from MOSTI, which we successfully did”
Going Bigger
With the pre and post coverage on the campaign, the roadshow at 1 Utama saw un-precedented numbers in terms of footfall and sales. The activities included a rocket inflatable castle, sand art and a green screen photo booth which transported guests into space and spaceships. The overall build up was designed to with elements of Space Travelling in mind.
The overall campaign achieved RM 608,000 in PR value and 37.8 million in readership and viewership.