Talk to any recent visitors to Kuala Lumpur’s Titiwangsa Lake Park about what was the most memorable thing they saw at the park and chances are their answers would be similarly outlandish: a giant inflatable MR D.I.Y iron floating in the middle of the lake.
The giant inflatable iron, is there for a good reason, and it’s not for the sake of garnering aimless awe as a mere one-off marketing gimmick. It is a joint effort made possible between MR D.I.Y. and FCB SHOUT.
MR D.I.Y Head of Marketing, Alex Goh, 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.”
The “Kecil Dan Besar, MR. D.I.Y Ada” (“Big And Small, MR DIY Has It All”) is a one-of-a-kind collaborative campaign between MR D.I.Y. and FCB SHOUT. The idea was conceptualized by the agency after receiving a challenging brief from the brand. MR D.I.Y.’s marketing team played a crucial role in realizing the vision, from designing enormous products to raising campaign awareness, ensuring the campaign’s success.
Headlined by the massive MR D.I.Y inflatable iron – which was recognised by the Malaysia Book of Records as the ‘largest inflatable iron in Malaysia’ – the campaign utilises both giant and miniature installations of MR D.I.Y. products to showcase how the brand offers daily essential items of all sizes in an eye-catching way.
“Every MR. D.I.Y store is this terrific treasure trove of daily essentials and products that effectively transcends the brand from hardware store to a proper superstore, so we wanted to make sure that our campaign reflect that in the most interesting way possible,” said Jonathan Chan, FCB SHOUT’s Creative Director.
“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.”
Aside from the giant and miniature installations, the campaign also features in a series of digital billboards that parodies other ads to demonstrate how MR. D.I.Y’s impressively diverse range of products can fulfil everyday needs. The “Kecil Dan Besar, MR. D.I.Y Ada” campaign is running across all media channels, including ATL, BTL and social media, from September to December 2023.
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Credits
Title: ‘“Big And Small, MR DIY Has It All’
MR. D.I.Y. Group (M) Berhad
Head of Marketing: Alex Goh
Marketing Manager (Branding): Nuramin Aziz
FCB SHOUT
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: IeTjer Wang
Creative Directors: Jonathan Chan, James Voon
Senior Copywriter: Ching Sin Wong
Senior Art Director: Hafidz Salamat
Copywriter: Sal Abdul Malik
