CIMB's cute Octo mascot fronts giant DOOH campaign

CIMB Bank has taken over Pavilion Bukit Bintang's eye-catching 3D DOOH screen to spread joy and happiness to all Malaysians this Chinese New Year via its mascot Octo.  The 3D DOOH sees Octo greeting shoppers and tossing Yee Sang. A giant gold ingot later pops out of the dish. When opened, the gold ingot reveals a scroll. 

On the scroll, CIMB wishes shoppers a Happy Chinese New Year. Underneath it, is the brand's proposition "Moving forward with you". 

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The 3D DOOH campaign is also accompanied by an augmented reality (AR) activation. Similarly, the filter adopts the concept of the Yee Sang and comes with a personalised randomiser that tells users their fortune with the ingredient that appears in every Yee Sang. The filter can be found on CIMB Malaysia's official Instagram. Those who try out the filter may stand a chance to win RM8,888 in Touch n' Go reloads when they share their most creative photo or video of the AR on Instagram or Facebook too. 

"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," said Toni Darusman, group chief brand and marketing officer, CIMB Group.

"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'."

The 3D DOOH was developed by CIMB and its lead creative agency, The Clan. Meanwhile, animation house Lorrypop Studio brought the concept to life. The campaign will run until 24 February. 

“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,” shared Casey Loh, creative chief at The Clan. 

"Our aim is to immerse the audience in a captivating narrative that resonates with the spirit of unity and celebration,” added YJ Yau, senior producer at Lorrypop.

With the rapid digitalisation in recent years, it is getting increasingly common for marketers to utilise DOOH as the go-to advertising platform and the APAC region has seen an explosive growth in DOOH.

In fact, research group IMARC expects the region's DOOH market to hit USD$18 billion by 2028. In late January, Maybelline Taiwan collaborated with iProspect and dentsu to launch an animated 3D DOOH social campaign to promote its new 'Sky High Mascara'. Running until the end of Chinese New Year, the campaign utilised animated 3D DOOH anamorphic illusion to showcase a surreal demonstration of Maybelline's new mascara in Xinyi District, Taipei.

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