Last weekend, a triceratops was seen on the loose on the streets of Kuala Lumpur in a new campaign by Monkeys Canopy Resort. The campaign, titled “Triceratops escaped from Dino Desert”, aims to introduce the resort’s latest amusement park, Dino Desert to the public.
The dinosaur was seen parading around key landmarks across KL including Bukit Bintang, KLCC and Sunway before making its way to Cos-mic exhibition at Sunway Pyramid Convention Centre.
The realistic looking triceratops was brought to life by two men who controlled its texture and movement. The triceratops also had audio that mimics the sounds of the dinosaur.
The on-ground activation was created in partnership with out-of-home (OOH) advertising agency, Rodeo.
In conversation with A+M, Valens Subramaniam, founder and CEO of Rodeo said Monkeys Canopy Resort marketing manager Louie Looi wanted to bring realism to the triceratops. He added that the firm wanted to “shout out loud and bring the character up close and personal”.
“In the past, similar OOH activations have been executed, but Rodeo wanted to do it differently by bringing life to the execution and maximising on realism of the triceratops,” said Subramaniam.
“We wanted to make sure we bring triceratops to ‘life’ so that the public can witness its sleek movement and allow the crowd to take pictures and videos, essentially becoming social media material,” he added.
When A+M reached out to Looi, he said the campaign received “great response”.
“Everyone from across ages took selfies and shared that on their social media. Hence the campaign went from offline to online (O2O),” said Looi.
He explained that O2O was one of the campaign’s aims, adding that “Triceratops escaped from Dino Desert” was unlike other OOHs which were executed in the past where there was no life to the execution.
“The Triceratops parade is a testament to our commitment to providing unique and unforgettable experiences,” said Adrian Lim, CEO of Monkeys Canopy Resort.
