Happiness in the City
Digital Marketing, Out of Home Advertising, Marketing Strategy
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Objective
To enhance Lafarge’s brand perception and encourage consumers to recommend Lafarge cement to contractors rather than the other way around. The goal was to create a community-driven campaign that positioned Lafarge as a leader in building a happier and better city.
What We've Done
- Conducted a city-wide happiness index survey in Kuala Lumpur, Johor Bahru, and Penang.
- Designed a marketing strategy positioning Lafarge as a proactive leader in improving urban happiness.
- Painted and branded 20 trucks and 40 cement tankers as moving billboards, constantly visible on city roads.
- Engaged the public through surveys and interactive digital campaigns.
- Integrated digital, out-of-home advertising, and social media engagement to amplify the campaign’s reach.
Creative Process
- Research: Conducted a happiness index survey to gauge public sentiment and identify key urban challenges.
- Strategy Development: Crafted a brand messaging strategy that positioned Lafarge as a key player in improving urban living conditions.
- Visual Identity: Designed and executed branded cement trucks and tankers as high-visibility advertising assets.
- Public Engagement: Launched an interactive digital campaign where citizens could share their vision for a happier city.
- Campaign Execution: Rolled out an omnichannel campaign combining outdoor media, digital marketing, and corporate partnerships.
Results
- Achieved an 8% increase in market share for Lafarge in 2017.
- Significantly improved brand perception, fostering greater public trust and recognition.
- Generated substantial engagement from local communities advocating for a happier city.
- Earned a Bronze award at the Marketing Excellence Awards Malaysia for innovative brand activation.
Conclusion
By strategically blending survey insights, outdoor advertising, and digital engagement, the Happiness in the City campaign successfully positioned Lafarge as a forward-thinking and community-focused brand. The campaign not only increased brand loyalty but also drove measurable market growth