Deodorant brand HYGR takes over LRT lines with interactive redesign

Malaysian deodorant brand HYGR has taken over the 07 LRT Ampang Line and Sri Petaling Line in its new campaign. 

The campaign features a train wrap in a black-and-white comic strip style which was designed in-house over a one-month period. In addition to the train wrap, the campaign features posters and designed overhead grab handles.  

The posters and overhead grab handles in the train will feature a QR code that will lead to an Instagram filter when passengers scan it. The filter is a mini game where players can accumulate points to win discount vouchers. The higher the score, the bigger the discounts are. 

Don't miss: MR D.I.Y takes over LRT stations, OOH spaces for dynamic campaign

The campaign will only run on the Ampang and Sri Petaling Line and will run for six months from now until 14 March 2025. 

The campaign comes as netizens tag the brand on social media complaining about the scent of smelly armpits in the train. It also aims to remind people who commute via public transport to wear deodorants because of the infamous stinky issues in LRT, according to HYGR when A+M reached out, adding that advertisement placement was an appropriate venue to start with brand awareness.

"HYGR is always HYGR-ing. Even though we missed out the most important thing which is our logo to put on the LRT. Mistakes always happen in a startup, but the most important thing is how we move on and solve the problems," said HYGR. 

HYGR is not the only brand to take over the LRT in recent months.

Earlier in July this year, MR D.I.Y. Malaysia took over OOH spaces across Malaysia in its new campaign titled "Jiran sejati, sentiasa di sisi" ('A true neighbour, always by your side'). 

The campaign aims to enhance the brand's bond with Malaysians as a chosen and reliable home improvement retailer. 

As part of the campaign, MR D.I.Y introduced panda-themed seating at Ampang Park LRT Station. The seats provide comfort for commuters and add a whimsical touch to the station, as well as highlight the brand's dedication to enhancing public spaces and creating enjoyable experiences for all Malaysians, it said. 

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