Kuala Lumpur, Malaysia – Home improvement retailer MR. D.I.Y. partnered with creative agency FCB SHOUT for its latest ‘Big and Small, MR. D.I.Y. Has It All’ campaign to showcase the brand’s sizable diversity in offerings.

The collaborative campaign features a giant inflatable MR. D.I.Y. iron floating in the middle of Kuala Lumpur’s Titiwangsa Lake Park. The giant installation is also accompanied by other miniature installations of MR. D.I.Y. products.  

With this eye-catching campaign, the brand aims to show its commitment to offering a range of daily essential items that come in all sizes.

Aside from the giant and miniature installations, the campaign also features a series of digital billboards that parody other ads to demonstrate how MR D.I.Y’s impressively diverse range of products can fulfil everyday needs. 

Titled ‘Kecil Dan Besar, MR. D.I.Y. Ada’, the campaign will run across all media channels, including ATL, BTL, and social media. 

MR D.I.Y’s giant inflatable iron was also recently recognised by Malaysia Book of Records as the ‘largest inflatable iron in Malaysia’. 

Speaking on the collaboration, Alex Goh, head of marketing at MR D.I.Y., said, “MR D.I.Y. is a one-stop-shop for all our customers’ needs, no matter the size. Our product range includes small items like batteries, padlocks, and key chains, as well as larger items such as vacuum cleaners, inflatable pools, and foldable stairs. We offer affordable prices and have different store formats to cater to the needs of our customers in smaller towns and major cities. Our stores serve people of all ages, from babies to retirees. It’s a big promise to make, and one that we are very proud to be able to deliver.”

Meanwhile, Jonathan Chan, creative director at FCB SHOUT, also shared, “Every MR. D.I.Y.store is this terrific treasure trove of daily essentials and products that effectively transcends the brand from a hardware store to a proper superstore, so we wanted to make sure that our campaign reflected that in the most interesting way possible.”

“So, every creative asset in the “Big And Small, MR. D.I.Y Has It All’ campaign, including the giant installations, was not just a senseless spectacle to get consumers talking about MR. D.I.Y, but crucial pieces of a narrative designed to make them remember what the brand truly offers. And we’re proud to work with a homegrown brand loved by Malaysians,” he added.

Sydney Australia – Block Earner, a blockchain-powered fintech company, is moving blockchain and decentralised finance out of tech savvy circles by embracing standard advertising codes with its first-ever OOH campaign in Sydney. The campaign is designed to increase awareness and brand recognition in an increasingly competitive space, and deliver the next generation of financial products to Australians. 

With a minimalist design, the ad simply invites on-the-move people to search for Block Earner online, where a multi-channel digital marketing campaign has been designed to boost awareness, engagement and conversion. Search results also provide curious consumers with a flurry of established and trusted sources that detail the Block Earner story, but also invite them to learn what decentralised finance has in store for them. 

About the choice of an outdoor campaign, Colin Williamson, head of digital and growth at Block Earner, said they want to be in the mainstream consciousness.

“Decentralised finance has many benefits for consumers, but it’s a new space, and we need to help grow the general awareness of it, overcome scepticism and build trust with the people, and give them the tools to grasp the concept, Williamson said.

“This outdoor campaign acts as a portal to a discovery journey inviting visitors to reflect on a new financial way forward, with three layers of narrative around overcoming rising inflation, moving on from legacy financial services that do not benefit them, and unlocking the future of finance,” Williamson added.

The campaign sees a full tram, 50 buses, a double decker, 500 seats, 10 billboards and 82 urban lights wearing the Aussie fintech’s colours for three months. Block Earner worked with Adholics for the campaign planning, Torch Media, Move Media and JCDecaux for outdoor assets and placements, and Studio 3am for the creative and design. 

The digital campaign includes social media amplification, programmatic advertising, and in-game advertising in online and Web3 video games, as well as different landing pages on Block Earner’s website that will be served to visitors based on where they are on their journey through the marketing funnel.

Williamson continued, “Coupling outdoor and digital advertising, with a high-level and simple messaging, Block Earner is aiming to stimulate the curiosity of Australians who understand alternative savings options exist but feel unsure of where to start, and commonly associate decentralised finance with volatility, scams and risk. Instead, we want them to see a wide scope of possibilities, without hurdles, risk or complexity, just better yields for the people to go through these tough times.”

Sydney, Australia – Global commerce company Shopify in Australia aims to encourage businesses and consumers to view the brands that have reimagined retail in their own business operations through Shopify’s latest out-of-home (OOH) advertising, made in partnership with creative content agency Chello and media agency iPROSPECT.

Titled ‘Reimagine Retail’, the OOH campaign is best considered as a celebration of Australian brands that have disrupted retail with innovative products and cutting-edge e-commerce strategies – while doing it all on Shopify.

The campaign comes to life when users scan an inbuilt QR code functionality on all assets, giving users an opportunity to ‘meet’ Australian brands who have reimagined retail, and then shop their stores — from anywhere on any device.

“We wanted a campaign which celebrates and showcases local, independent businesses, who are the backbone of Australia’s entrepreneurial economy,” says Robin Marchant, head of marketing for APAC at Shopify.

Initially intended for a pre-lockdowned Australia, Shopify was keen to proceed as a show of support for its more than 100,000 merchants in Australia. Some of Shopify’s customers featured in the visual assets of the campaign include Go-To Skin Care, frank green, MAAP, and Who Gives a Crap.

“At Shopify, we power more than 100,000 Australian retail businesses to launch, run and grow by making it possible to sell to anyone, anywhere. Every day, we’re inspired by our merchants as they reimagine the possibilities of retail, and we can’t wait to see what the next generation of budding entrepreneurs will do with the exciting, evolving retail space,” Marchant added.

Speaking about the campaign, Tristan Velasco, creative director and co-founder at brand and content agency Chello, shared, “Working with Shopify made two things clear to us. One, that they’re merchant obsessed, and two, they help a long list of innovative, Australian brands redefine retail. It was a no-brainer that these brands would be the heart of our campaign.”

He added, “With so many businesses being hit hard by these latest lockdowns, it’s an exciting time to demonstrate the resilience and willpower of Australian brands on Shopify that have truly reimagined retail.”

Meanwhile, Sam Cousins, chief strategy officer at iPROSPECT, commented, “We recognize more and more in our business that every media touchpoint is a commerce opportunity. It’s great to have Shopify on board with us to help drive this forward through our partnership with Chello.”

Said campaign will run out of home, digital out of home, programmatic and digital as well.

Hong Kong – Southeast Asian women fashion brand Love, Bonito has announced the launch of its new local-centric website, which is accompanied by a month-long social media campaign and most interestingly, a five-week presence along Hong Kong’s well-known trams.

Said campaign, called ‘Travel in Style with Love, Bonito’, is the latest social media campaign of the brand where 500 lucky winners will receive a limited-edition preloaded Love, Bonito branded Octopus card and a Love, Bonito website shopping voucher. Love, Bonito will also be hosting month-long giveaways on its Facebook page.

As for the tram presence, three Love, Bonito branded trams will be travelling around Hong Kong island from today until 29 August. The trams will feature a QR code that Hong Kongers can scan to sign up for the Love, Bonito newsletter and participants can stand a chance to win a limited-edition Love, Bonito branded Octopus card pre-loaded with HK$50 and a HK$50 shopping voucher for the Love, Bonito Hong Kong website. 

Every week starting from the week of 26 July to the week of 29 August, 100 lucky winners will be announced every Wednesday beginning on 4 August to 1 September via email regarding the prizes.

“The new site will mark the introduction of the brand’s new and improved online experience, providing shoppers with a faster and more responsive website. In addition, the new site can also be saved as a mobile home screen application to provide shoppers with more convenient access to the website. We are thrilled to introduce these exciting new features first in Hong Kong and subsequently in other in-market websites in the future,” said Dione Song, CEO at Love, Bonito.

The Hong Kong website will feature all of Love, Bonito’s product lines including work, casual, occasion, The Staples (wardrobe foundations), LYLAS (bridesmaid & party), loungewear, Embrace (maternity), kids, intimates and special collaborations.