Superdry was opening it’s 3rd official store in the Sunway Pyramid shopping centre in Malaysia. My team and I at MAYHEM were tasked to create an experiential event to create buzz around it’s opening.
Solution
Taking into consideration the worldwide campaign of #ILoveSuperdry that was happening at the same time, the idea was to see just exactly how much Malaysian youths actually loved the brand and how far they would go to show it. In the weekends leading up to the grand opening, we invaded hotspots around the shopping centre; a college cafeteria and a water theme park and invited passers-by to strike a pose of an alphabet which spelled out the words “I Love Superdry”. Once they’d completed the task, they would be given a special token to be inserted into a fully customised vending machine which dispensed a Superdry button badge with an attached discount which could be redeemed at the store during the grand opening. These photos were then uploaded on to the brand’s Facebook page to further spread the buzz leading up to the big day.
The presence of the Superdry vending machine and the hilarious sight of strangers trying to contort their bodies to form human alphabets drew loads of curiousity, hype and instant participation; leading to a great turnout at the store opening in addition to providing great content and exposure.
