CIMB wishes Malaysians a happy Chinese New Year via eye-catching 3D DOOH campaign

This Chinese New Year of the Dragon, CIMB has decided to use Pavilion Bukit Bintang’s eye-catching 3D DOOH screen to wish everyone a happy Chinese New Year. Built on the concept of the Yee Sang, the 3D DOOH sees CIMB’s lovable mascot, Octo greeting shoppers by tossing the festive dish which turns into a giant gold ingot.

 

“CIMB continues to engage and celebrate meaningful moments, while injecting excitement for our customers and the wider public this festive season. Our very first 3D DOOH featuring the giant Octo certainly captures the essence of Chinese New Year with the prosperity toss of lou sang, a tradition that is iconic to all Malaysians. As we embrace the true meaning of the celebration, this gesture symbolises the spirit of togetherness and abundance of joy and blessings, in line with CIMB’s brand proposition, “Moving Forward With You,” said Toni Darusman, Group Chief Brand & Marketing Officer, CIMB Group.

The concept was jointly developed by CIMB and its Lead Creative Agency, The Clan.

Casey Loh, Creative Chief at The Clan, said: “The Yee Sang is a true Malaysian tradition and represents our country’s beautifully colourful diversity. In our concept, the act of tossing the Yee Sang which turns the ingredients into “gold” is our way of saying that when we come together, we move forward together.”

YJ Yau, Senior Producer at Lorrypop, said: “The animation house that brought this to life was Lorrypop Studio, well-known in the field for 3D and anamorphic billboard work. “Our aim is to immerse the audience in a captivating narrative that resonates with the spirit of unity and celebration.”

For those who couldn’t catch the 3D DOOH in person, the campaign is also accompanied by an AR activation that was designed by independent experiential agency EDT. The Spark AR filter, which also adopts the concept of the Yee Sang, comes with a personalised randomiser that tells you what your fortune holds with the ingredient that appears in every Yee Sang. Try out the filter for yourself and stand a chance to win RM8,888 in Touch n’ Go reloads. All you have to do is share your most creative photo or video of the AR on IG or FB.

The campaign went live on 3rd February 2024 for a period of 3 weeks.