Interactive billboard to shift consumers’ minds

Interactive billboard to shift consumers’ minds

Date: 23th January 2014
Source: The Star

LEO Burnett Malaysia, along with two of its clients, McDonald’s Malaysia and the Turtle Conservation Society, participated in the Moving Minds Challenge recently.

Launched by Moving Walls, this is Malaysia’s first interactive billboard campaign that will be displayed on a 200ft solid-state LED screen in Bukit Bintang.

The idea behind this competition is to create magical experiences that move the hearts and minds of consumers.

The interactive portion of this campaign comes through the participation of the crowd; they will need to whip out their smart devices, log on to the website stated on the billboard and follow the stated steps.

McDonald Malaysia’s Save the Sundae Cone campaign engages the public like never before, as they present the fun-filled task of saving a giant melting Sundae Cone ice-cream in the middle of Bukit Bintang.

The challenge is to save the Sundae Cone ice-cream from melting by spinning a fan on their respective smartphones. The more the participants, the quicker the temperature will decrease resulting in the ice-cream being intact.

McDonald’s has guaranteed that no participant will go empty handed as they will automatically receive a free Sundae Cone e-voucher on their smartphones. This voucher comes with a countdown timer, so participants will know how long they have to redeem their free Sundae Cone ice-cream.

The “Be A Hero” campaign by the Turtle Conservation Society of Malaysia aims to get a more emotional response from the crowd. Their interactive billboard will showcase a beautiful beach and ocean view which will pique the curiosity of passers-by. The engaging task here is to keep swiping the screen of their smartphones until the sand is gradually swept aside to reveal a baby turtle.

The hatchling on their phone will then crawl towards the ocean, appearing on the interactive billboard with a personalised message thanking the participants for helping the turtle hatchling to on their journey to the sea. Participants can choose to find out more information about turtle conservation, as well as be a real hero and save turtle lives by donating to the Turtle Conservation Society of Malaysia also known in Malay as Persatuan Pemuliharaan Tuntung, Kura-Kura dan Penyu Malaysia.

The campaign will be judged by a panel of industry experts including Leo Burnett Malaysia executive creative director Eric Cruz and TBWA Kuala Lumpur chief executive officer Aaron Cowie.

The overall winning brand will be given prominent airtime on the 200ft LED screen. The grand prize would get RM500,000 worth of airtime on any combination of Moving Wall digital sites, RM300,000 and RM200,000 for second and third prize, respectively, worth of airtime.

This campaign ends on Sunday. The prizes will be given away on Feb 20 to the best campaign as voted by the judges.

Release a turtle hatchling “digitally” at Bukit Bintang

Release a turtle hatchling “digitally” at Bukit Bintang

Leo Burnett, the 4th largest communications network in the world, has created a mobile web-based microsite for a contest in collaboration with TCS to create awareness and raise funds for turtle conservation.

To participate, be at the elongated vertical big screen at Jalan Bukit Bintang, Kuala Lumpur (at the intersection of McDonald’s, Lot 10 shopping mall & Maybank) at the following dates and times, load http://herorescue.com on your mobile and follow the on-screen prompts to symbolically release a turtle hatchling into the sea.

You are also encouraged to tweet #movingminds while interacting with the big screen!

There will be a hospitality booth set-up by the media owners, MKN At Life at their hospitality tent at Haagen Dazs, Lot 10. There will be assistants to help you interact with the big screen, augmented-reality-style!

Terrapin Museum :: Day 04 :: Progressing slowly but surely

Terrapin Museum :: Day 04 :: Progressing slowly but surely

For those who have been following our Terrapin Museum journey (thank you), we are almost there and we are scheduled to receive of first “visitors” on Day 05 as we’ve been connecting and mingling with the locals at Kuala Berang town. A few highlights include the owner of a hardware shop (a fine gentleman with a very orderly hardware shop) and a night food stall by the Sungai Berang (Berang river) who rears his own river fishes (till the floods gave his fishes “merdeka” [read: freedom]) & runs kayaking activities all the way up to Sekayu water falls (an agriculture park with tropical fruits that can be eaten at a small fee).

Day 04 was full of small wins! We’ve put up all our printed exhibits (kudos to Pelf for working day-and-night to lay them out digitally and get them printed). Prof Chan who meticulously rearranged and categorized all the exhibits and info charts! Not forgetting how “hands-on” she was with ALL the carapaces, infographics exhibits and even sniffing thinner to remove Dunlop glue from the carpet-removed-flooring!

'Sniffing' glue aka cleaning Dunlop glue off the flooring

‘Sniffing’ glue aka cleaning Dunlop glue off the flooring

We also managed to repair a broken Giant soft-shell turtle and bring it back to its full glory! It involved using lots of usual hardware shop items (cable ties, epoxy glue, steel links) and some ingenuity! Due to the flat nature of the Giant soft-shell turtle, this would be our “Smithsonian” hero exhibit so come by and see it the next time you’re around the corner, ok?

Our 'Smithsonian' exhibit

Our ‘Smithsonian’ exhibit

We also retrieved our red “buckets” from another Perhilitan store room and this treasure trove is filled with formalin exhibits and we will be doing the refilling on Day 05! Most of them took months, if not years to prep and sew and preserve.

At about 1pm, we broke for a quick lunch break at a nearby “gerai kaki lima” (translated: roadside stall): authentic-motherly-home-cooked-grub!, super-cheap and fresh, as they’re operating under a tree and right beside the Kuala Berang main market. This is what I had and for the 3 of us (similar portions and fish & veg taken) only came up to RM14.30 with RM2 “keropok lekor” (fried fish fingers) & fried cempedak inclusive!

Food glorious food

Food glorious food

I take leave to continue Day 05 (more hanging of carapace and screwing in of exhibits! Wee!) today with a few success pictures from Day 04 below:

Working on the exhibits

Working on the exhibits

Sharing a good laugh while putting up exhibits

Sharing a good laugh while putting up exhibits

Read about our journey of setting up the Terrapin Museum here:

Terrapin Museum :: Day 03 :: half-way point!

Terrapin Museum :: Day 03 :: half-way point!

We are finally at the last 50 metres of a 100 metre sprint to the finish!

Splitting into 2 teams today helped as team 1 covered the design & printing of the infographics & exhibits, while team 2 worked on the remaining facade, stripping of the carpets and repairing some of the carapace.

No updates with regards to the weather nor water supply, as it stayed the same as Day 02, so we were left with an ironically “wet” Saturday – though insufficient to water harvest despite the drizzle all day long! Internet access at the Terrapin Museum is also very spotty and literally drains our batteries (switching from EDGE to 3G to no service at all), hence why updates at 3AM from our Wi-Fi comforts.

How do you like our 'virtual' Terrapin Museum signage?

How do you like our ‘virtual’ Terrapin Museum signage? wet! Wet! WET!

We are still contemplating and bouncing off names for our mini museum, so what do you think? Short & sweet (Terrapin Museum) or a mouthful like Terrapin Discovery Mini Museum? Do leave us a comment here or on our Facebook page.

We stripped off the blue dark carpets after much deliberation with Hj Yussof, Head of Perhilitan Terengganu as it was stained by rat droppings and urine. It definitely created a brighter ambience to the space. Don’t you think so?

Terrapin Museum without carpets

Terrapin Museum without carpets

Terrapin Museum without carpets

Terrapin Museum without carpets

We also managed to epoxy glue carapaces that were broken throughout the years it has been with us. And I must say, its progressing well. Looking forward to receiving our first few guest(s) next Monday, 13th Jan 2014!

Carapace lining up to be repaired

Carapace lining up to be repaired

 

Some epoxy action

Some epoxy action

Read about our journey of setting up the Terrapin Museum here:

Terrapin Museum (TM) :: Day 02 updates :: wet! Wet! WET!

Terrapin Museum (TM) :: Day 02 updates :: wet! Wet! WET!

Wet! Wet! WET!

That has been the general weather here in Kuala Berang with “3 sekawan” (3 friends from TCS). Its been raining non-stop and certain states surrounding Hulu Terengganu, Terengganu has been hit by the 2nd wave of floods (namely Kuantan in Pahang & Jeli in Kelantan). Here’s wishing they stay safe & stress-free!

On the local front in Kampung Dusun, its been quite an eventful day as we had all hands on deck, cleaning the exteriors & interiors, from walls to window panes. Its spanking clean now yet if you knew the tribulations we had to face, we were “hit” but insufficient water. Remember the last post, we ended with a pic of an excavator – well unfortunately, while they were doing earthworks at our Terrapin Museum, they hit the pipe mains and we were tasked to carry clean water to site. Trials & tribulations.

On a positive note, we managed to confirm all the exhibits and even hung some for placement-sake. The rest, we would’ve to regenerate and print in KT at our neighbourhood printers.

Setting up a museum was a breeze since we have had 40 combined years of both, sea turtles and river terrapins research and experience, under our belts. Plus, not forgetting the Kg Mangkok experience, which allowed us to speed things up a lot more! Setting the flow, people movement and objectives of the information we would like our future guests to take home allowed us to create awareness and at the same time, the opportunity to educate the locals, general public and members.

Prof Chan giving a hand

Prof Chan giving a hand

Day 02 ended slightly late for all of us but it was a pleasure as we managed to put up 2 sides of the walls out of 6 walls, covering the 18 species of Malaysian freshwater turtles, river terrapin’s life cycle and threats faced by turtles.

Info on display at the Terrapin Museum

Info on display at the Terrapin Museum

Read about our journey of setting up the Terrapin Museum here: