Lowe campaign attempts to lure shoppers to Malaysia’s low-cost carrier terminal
Lowe is running a campaign to entice shoppers to Kuala Lumpur International Airport 2, the low-cost carrier terminal in Malaysia’s capital.
Using the slogan Destination Curious, the campaign started before the official opening of the retail hub, by encouraging visitors to submit their dream KLIA2 shopping list. Visitors were given virtual money worth RM5,000. A giant 3D shopping bag structure was placed at vantage points in the airport, urging travellers to scan the QR Code and play the virtual shopping game.
For the official launch of the retail experience, the airport ran a competition to win an all-expenses paid trip to the Gold Coast, Australia, under the banner ‘Wonderful visit to Oz’. On entering, visitors can play “mini curiosity games” to win instant vouchers.
The campaign also aimed to promote the ‘5 ELITE Senses’ that the airport experience is built on.
Mazuin Zin, MD of Lowe Malaysia said in a press release: “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.”
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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