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  • SUB CATEGORY :
    AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    HAVAS MALAYSIA, KUALA LUMPUR
  • TITLE :
    DIRTY DISPLAYS
  • BRAND :
    ARMOR ALL
  • ADVERTISER :
    ENERGIZER MALAYSIA SDN BHD
  • AGENCY :
    HAVAS MALAYSIA, KUALA LUMPUR
  • CHIEF EXECUTIVE OFFICER :
    NIZWANI SHAHAR/ANDREW LEE
  • CHIEF CREATIVE OFFICER :
    DONEVAN CHEW
  • CREATIVE DIRECTOR :
    SHIREEN ANG
  • ART DIRECTOR :
    NUWAI ZABID/SYAKIR ARIFFIN
  • COPYWRITER :
    DHABITAH ZAINAL/DONEVAN CHEW
  • HEAD OF CREATIVE SERVICES :
    ANGIE CHEAH
  • EXECUTIVE PRODUCER :
    SYAKEERA ABD. HAMID
  • AGENCY PRODUCER :
    ZEHN WU
  • CLIENT MANAGEMENT :
    LIEW SAN LING/MAJORIE MICHAEL/JASMINE KUAN/FOO JING HUI
  • PROJECT MANAGER :
    CALIS TEO
  • FILM PRODUCTION COMPANY :
    AWESOME STUDIO, KUALA LUMPUR
  • DIRECTOR :
    JEFFERY YEO
  • DIRECTOR OF PHOTOGRAPHY :
    CY DANTE
  • EXECUTIVE PRODUCER :
    JEFFERY YEO
  • FILM PRODUCER :
    EDDIE LAM
  • EDITOR :
    URNUS
  • SOUND PRODUCTION COMPANY :
    MAVERIQ STUDIOS, KUALA LUMPUR
  • SOUND ENGINEER :
    KARMEN LEONG/SHAH HARON
  • AUDIO POST PRODUCER :
    ANNA NEO/ELINA TAN
  • CAMPAIGN SUMMARY :
    With increasing competition in the car care product category,
    Armor All needed to bring the shine back to their brand. They needed to reinforce the fact that they have a range of car care products that works amazingly to clean and shine your car. With a very limited marketing budget.
    Malaysia has over 11.4 million abandoned cars. They are left neglected at public parking spaces on road shoulders, malls, offices, and apartments, covered in dirt and grime.
    We saw an opportunity to turn these sights for sore eyes into unconventional outdoor sites to truly show that Armor All works.
    We identified abandoned cars at high-traffic public areas and
    got detailers to give them a good wash and shine with Armor All products. The results were clean and shiny car bodies, juxtaposed against the reminiscence of the cars’ old abandoned condition: flat tyres,
    clamped wheel, stolen parts, cracked windows, missing wheels etc.
    Large, eye-catching orange removable car stickers branded with
    Armor All were pasted onto the cars with a window that frames
    the car’s original dirty condition. Turning these sights for sore eyes into
    eye-catching sites that showcased the effectiveness of Armor All in a visually interesting way.
    A QR code on the sticker led people to Armor All’s online store.
    While an online video created from the activation amplified our message on social channels.
    This idea showed people that if Armor All can restore the shine of
    old abandoned cars, it can easily rejuvenate the appearance of their vehicles.
  • CREATIVITY/IDEA/INSIGHT :
    For car lovers, nothing is more satisfying then to see dirty cars turn sparkling clean right before their eyes.
    Since we have over 11.4 million abandoned cars that’s buried in dirt and grime in the country, we saw an opportunity to turn these forgotten cars into an outdoor medium to show that Armor All works.
    We identified abandoned cars at high-traffic public areas and
    got detailers to give them a good wash and shine with Armor All products. The results were clean and shiny car bodies, juxtaposed against the reminiscence of the cars’ old abandoned condition: flat tyres,
    clamped wheel, stolen parts, cracked windows, missing wheels etc.
    Turning these sights for sore eyes into eye-catching sites that showcased the effectiveness of Armor All in a visually interesting way.
    This idea showed car lovers that if Armor All can restore the shine of
    old abandoned cars, it can easily rejuvenate the appearance of
    their vehicles.
  • STRATEGY :
    According to the Road Transport Ministry of Malaysia, the country has over 11.4 million abandoned cars. They are left neglected at public parking spaces on road shoulders, malls, offices, and apartments, covered in dirt and grime.
    We saw an opportunity to turn these sights for sore eyes into unconventional outdoor sites to truly show that Armor All works.
    This real-life demo approach would resonate with our target:
    people who really care for their cars. They would spend precious time in cleaning their cars themselves. And it gives them a great sense of satisfaction to see their car spotlessly clean and shiny in the end.
    To get them to believe that Armor All can help them achieve that beautiful shine, there’s no better way than to demonstrate to them that Armor All works perfectly in their favour right before their eyes.
    We believed that if we are able to present the target with a product demonstration in a fresh new way, we will win their hearts and wallets.
  • EXECUTION :
    We identified abandoned cars in major cities across the country. We targeted high-traffic areas and looked out for abandoned rides with obvious imperfections like flat tyres, clamped wheel, stolen parts, broken windows, missing wheels etc. Then sent out teams of detailers to give them a good wash and shine.
    The results were clean and shiny looking car bodies, but juxtaposed against the reminiscence of the cars’ old abandoned condition: flat tyres, clamped wheel, stolen parts, cracked windows, missing wheels etc.
    Large, eye-catching orange removable car stickers branded with Armor All were pasted onto the cars with a window that frames the car’s original dirty condition.
    A QR code on the sticker led people to Armor All’s online store. While an online video created from the activation amplified our message on social channels.
  • RESULT :
    These are results gathered from Armor All’s brand tracker and e-commerce data:
    Visits to online store: +59% (month on month)
    Trial Rate: 318% above target.
    Conversion Rate: 60% of car owners preferred Armor All.