Background
Yogen Früz was looking for a simple activation idea that people and the media would talk about ahead of the opening of its Malaysian flagship store on 28 November. Lowe Malaysia hit on the idea of using the hoarding around the partly constructed retail concession to create buzz around the product, even before the store had officially opened.
Execution
Instead of the usual hoarding to announce the opening of the store, the agency created an installation made from 2,000 paper cups, which took the shape of frozen yoghurt in a cup. A message informed people that the store would only open when the all the cups were taken away. Each cup offered a 50 per cent discount on any Yogen Früz flavour if they brought the cup back on the day of the opening.
Results
The installation took two days, with Yogen Früz putting up 1,000 cups per day, whch were all taken by the public.
On the day the store opened, people queued up at the store with their empty cups for their discount. Given the success of this launch, Yogen Früz Malaysia is adopting this unique idea as part of their future outlet launches.
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