MR D.I.Y takes over LRT stations, OOH spaces for dynamic campaign

MR D.I.Y. Malaysia has taken 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 seatings 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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“Since our launch in 2005, MR D.I.Y has been a reliable ‘neighbour’ to Malaysians. As the leading home improvement retailer, our goal is to integrate with the communities we serve, offering a wide range of everyday essentials at affordable prices, convenient locations, and support during times of need. Our extensive network ensures we are always within reach for our customers," said Alex Goh, head of marketing, MR D.I.Y when A+M reached out. 

In addition, the brand has partnered with local celebrity Alif Satar as "MR D.I.Y's neighbour" to embody the spirit of community and support as part of its campaign slogan, 'a true neighbour, always by your side'. 

Static billboards featuring the celebrity could be seen on roads in Malaysia, as well as on overhead bridges to capture drivers' attention. 

MR D.I.Y also took over the digital billboards on CuBig Series located at Bukit Bintang with dynamic content tailored for day and night. Both billboards showcase relatable and practical scenes that emphasise MR D.I.Y's readiness to solve everyday problems. 

In the day, the digital billboard shows Alif purchasing and switching on a fan to cool himself down. At night, Alif is seen changing a lightbulb and brightening up the space. 

A series of web films were also released on MR D.I.Y's social media pages as part of the campaign. In one of film titled "Ketika isteri meleteri" ('When the wife nags'), Alif is seen playing video games when his wife comes up and nags at him for not buying the items that she had requested.  

The TV screen begins to glow orange and a man wearing the MR D.I.Y uniform is seen stretching out of the screen to gift Alif a pair of headphones. The stressed Alif takes the headphones, puts it on and continues playing his games. 

The film ends with Alif gifting his wife the items she had requested for in a giant MR D.I.Y bag. 

The second film, titled "Ketika anda menyanyi" ('When you're singing'), shows Alif singing in the shower. The showerhead becomes faulty and disrupts Alif's singing. 

The mirror in the bathroom later glows orange and a man wearing the MR D.I.Y uniform is seen stretching out of the mirror to gift Alif a new showerhead. Alif welcomes the gift and thanks the man. The man later places a small disco light on the bathroom sink before taking his leave. Alif continues his singing. 

The final film titled "Ketika jiran mencari" ('When the neighbours come looking'), sees Alif receiving multiple visits from people who have mistaken his house for someone else's. 

In the film, Alif gets visits from loan sharks, a woman carrying a baby looking for 'Robert' and finally, a team of officers who take Alif down and handcuff him. When the officers realise that they're in the wrong house, they leave without removing the cuffs from Alif. 

Alif struggles on the ground when the drawer in front of him suddenly opens and glows orange. In the drawer, a man wearing the MR D.I.Y uniform is seen stretching out to gift Alif glue. The video ends with Alif using the glue to correct the unit number of his house from a six to a nine. 

This campaign comes after MR D.I.Y released a heartwarming Chinese New Year brand film earlier in January. 

Titled "Wo Ai Ni", which translates to ‘I Love You’ in English, the brand film follows a retired school headmaster as he struggles to express his love for his family with whom he has been especially strict. The ad even introduces him as Long Wei Feng, the strictest headmaster in the country. 

The brand film begins with a family standing in neat rows outside their home for a morning roll call with Long’s grandson taking viewers through what daily life in his household is like. From a standardised time to get out of bed, collecting meals like they are in a cafeteria and doing chores together, the film emphasises just how strict Long is.

However, during the morning roll call on Chinese New Year, Long showers his family members with compliments, telling them that they are doing a good job which contrasts his stern demeanour in the beginning of the film. 

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