Challenge

With limited lead time and protracted negotiations over sponsorship entitlements with event organisers. This created a race against the clock, with cultural and operational stakes high - how could KWSP authentically connect with Malaysians and tourists in a bustling hotspot, while navigating logistical hurdles and stakeholder alignment?

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Solution

KWSP responded by reimagining the activation as a living showcase of Malaysian culture, strategically positioned at Pasar Seni, a hub for both youth and tourists. The booth design drew inspiration from national heritage, featuring interactive engagement stations such as traditional games, a photo corner styled as a local ‘teratak’, and financial literacy challenges woven into the experience. The journey was streamlined for efficiency, guiding participants through a series of activities that rewarded curiosity and learning with exclusive merchandise. The activation’s digital and on-ground elements worked in tandem, drawing in passersby with visual storytelling and hands-on participation, while emcees and local personalities amplified the energy and reach. Despite the tight timeline, the team’s agile approach and cultural sensitivity ensured a seamless, memorable encounter for all visitors.

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Impact

The activation drew 1,605 participants, surpassing its engagement target and generating an estimated reach of up to 5,000, effectively raising awareness and fostering financial literacy among a diverse audience.

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