Case Studies

DOJO KL (Malaysia)

2018 #coworkingspace #publicity #events

The brief: Publicity and events coordination for the Kuala Lumpur co-working space 

Target audience: Kuala Lumpur’s startup industry, media, government agencies

Solutions: PRNews/GIG, EVENTiX/GIG, RSVP/GIG, GIG Creative services.

GOPlay Toys & Games Fair (Malaysia)

2018 #toyfair #propertydevelopment #beyblade #Sunsuria

The brief: Signature event conceptualisation / turnkey project management

Target audience: Sunsuria Shah Alam community and residents

Solutions: PRNews/GIG, EVENTiX/GIG, RSVP/GIG, GIG Creative services, Media partnerships. Video production by Stuff Magazine.

Drop KL (Hong Kong/Malaysia)

2017-2018 #lifestyle #americandining #casualrestaurant

The brief: Hospitality PR & Marketing for launch of an American bar / restaurant in TREC KL

Target audience: Kuala Lumpur’s gastronomes

Solutions: PRNews/GIG, EVENTiX/GIG, RSVP/GIG, GIG Creative services. 

Flormar (Turkey/Italy)

2017 #FlormarMalaysia #MyFlormarColours

The brief: #Flormar is a halal beauty and cosmetic brand headquartered in Turkey, originating from Italy. Unique with an international halal certification, its nail polish and makeup selection offers affordable cosmetics however that fact remains largely unknown in Malaysia. We worked with Principal distributor Parkson Malaysia to setup and kickoff its digital marketing campaign.

Target audience: Malaysian females

Solution: Digital Activation campaign via Google, Instagram, Facebook and others.

Malaysia Medical Relief Society (MERCY Malaysia)

2014, 2015, 2016 #MyMERCYRun #InternationalHumanitarianRun #MERCYMalaysia

The brief: The Malaysian Medical Relief Society (MERCY Malaysia) was interested in raising awareness about its local and international humanitarian efforts. The publicity would aid increasing volunteer signups as well as raising funds for their programs.

Solution: Go International Group pitched an idea for MERCY Malaysia to co-organise a 3-year sustainable fundraising campaign, in the form of a charity fun-run held in Kuala Lumpur, whereby it is the sole beneficiary and 100% of donations are paid directly to the non-profit. Over the 3 years, both parties pitched in and worked hard towards achieving the objective of raising awareness of MERCY Malaysia, and fundraising. Besides the annual fun-run, other activities were organised alongside it; Charity Movie Screening Ghostbusters in collaboration with BAC, FunFitFridays, Plank-wefie competitions and the 100-Squat-Challenges in collaboration with AsiaFitnessToday.com! In addition to the run, Go International Group came up with a novel idea for a Virtual Run, where runners who were not physically present were still able to contribute to the run by donating, and running at their own time. This has been such a hit and even replicated by several other race organisers.

Outcome: By the end of the 3-year campaign, there has been over MYR1million raised from publicity and media ROI, RM200,000 from sponsored goods and MYR250,000 donations from participation fees and corporate donations.

Models Own (UK)

2016 #ModelsOwnMalaysia #PlayUp #ModelsOwn #ModelsOwnKLCC #ModelsOwnOneUtama #ModelsOwnSunwayPyramid #Bottleshop

Challenge: #ModelsOwn is a beauty and cosmetic brand from London (UK). The brand enters a crowded marketplace with a very vertical target audience comprising predominantly of women who seek a colourful, affordable alternatives to their makeup collection. Principal distributor Parkson Malaysia needed to create the buzz during the store opening of its first flagship bottleshop in KLCC followed by One Utama and Sunway Pyramid.

Target audience: Malaysians and tourists, predominantly female

Solution: Brand Activation campaign for the unique ModelsOwn bottleshop store. Team #GoInternationalGroupDotcom partnered with a team of energetic dancers, we choregraphed the moves, and matched it to the ModelsOwn brand promise of youthful energy and colours. Hourly ‘#DancersDisrupt’ break out sessions were held throughout the malls, each time delighting customers and drawing them to the Selfie photo booths at the ModelsOwn bottleshop. The campaign was supported by BTL flyers distributed by promoters, digital billboard advertisements and university collaborations.

Cyberjaya Creative Playground

December 2014 #CJPlayground

• 500 Young Malaysian ‘Content Makers’ comprising of musicians, singers, bloggers and social media curators participated to showcase their talents and creativity at #CJPlayground
• 6 international creative technology entrepreneurs and 3 Malaysian entrepreneurs attended as speakers and panelists at the premier Cyberjaya Creative Technology Talk
• 25 bands comprising of an average of 5 musicians per band signed up to participated at GBOB Malaysia, of which 1 band Muzza’s Mayhem and entourage represented Malaysia in Oslo, Norway on 8 March 2015
• 40 upcoming indie bands showcased their talents at FEYST Concert and Doppel Music World Open Mic alongside 6 popular indie bands alongside 1 regional band from Indonesia at CJ Concert
• 100 bloggers signed up for the #CJMassSocialMediaReviewChallenge
• 1500 youth and college students attended CJPlayground
• Over 2000 google search hits for ‘#CJPlayground Cyberjaya’
• The events generated an estimate of RM500,000 in media ROI from broadcast, print and online coverage.

Sephora Malaysia

2013-2014 #SephoraMalaysia #SephoraGurneyParagon #SephoraQueensbay #SephoraSunwayPyramid

The brief: Sephora Malaysia, a beauty and skin care brand under the LVMH group makes a grand entrance in Malaysia with stores opening at Queensbay Mall Penang (April 2014), Sunway Pyramid (October 2013) and Gurney Paragon Mall, Penang (July 2013). The challenge here was to wow its target audiences about the store opening, drive awareness about the arrival of Sephora on the island and appreciate customers.

Target audience: Working executives, predominantly female.

Solution: Days before the store opening at the Gurney Paragon Penang mall, Sephora ambassadors dressed in pink wigs and cute striped socks hit George Town on branded trishaws. In Sunway, the hype was built around surrounding colleges in the Sunway area. The ground activation created an exciting buzz on social media networks like Facebook, Twitter and Instagram. In addition, a giant 20-foot blimp created the buzz in the sky and stopped traffic! The campaign included flyers, OOHM out-of-home media, billboard advertising, and a strong Guerilla marketing drive. On opening day, hundreds of fans queued up for their complimentary door gift, while the Sephora opening party presented an Avant Garde make-up show featuring 24 models, performances by electronica duo, The Empress and non-stop store activities brought in over 300 guests and members of the public. For more details, read the press release for post-event updates.

Sephora Malaysia

2012 #SephoraMalaysia #SephoraParadigmMall

The brief: Sephora Malaysia offers beauty and skin care brands via its retail outlets. Its outlet in Paradigm Mall was new and many customers were not aware about its location on the 3rd floor of the mall.

Target audience: Working executives, predominantly female

Solution: A Christmas satellite store was booked at the main entrance of the mall, enabling Sephora to conduct out-of-store sales and promotions. In accordance to the requirements of global standards, Go International Group’s team created a memorable centre carousel piece with giant lipstick mock-ups and accompanying music. For the launch, three Beauty Ambassadors were appointed to visit offices in the vicinity, handing over personalised postcard invitations to potential customers. The magical feeling of Christmas coupled with the exciting array of products by Sephora heightened the shopping experience as well as added to the sales target for the brand.

Standard Chartered KL Marathon

#SCKLM #LetsGoBananasParty #InternalTeambuilding #StanChart

The brief: Standard Chartered Bank Malaysia as a main sponsor of the KL Marathon wanted to engage their 4500 employees, located in various parts of the Klang Valley. Staff conceptualised a fun event titled ‘Let’s Go Bananas Fun Movement’ – and since Bananas are the best and most portable source of energy for runners, it became the integral icon. Now, the challenge was get as many employees, including non-runners engaged about the Marathon.

Target audience: Employees of Standard Chartered Bank Malaysia & running community

Solution: Go International Group conceptualised and coordinated the project for the bank, bringing in elements like music entertainment, banana-themed menu, inspirational decor. There were two activation dates, Let’s Go Bananas 1 at Pavilion KL and Let’s Go Bananas 2 at Pavilion KL, KLCC and the Standard Chartered Park in the City. Both events gathered over 500 people in total and carried the message ‘Run for a Reason’ across all departments.

Video link:

Electronic Sports World Cup (KL-Paris-San Jose)

2008-2015 #ESWCMalaysia #FEYST #IndieYouthFest #GOesc #Esports #ProGamers #CyberAthletes

The brief: The ESWC brand is synonymous to the greatest e-sports experiences in the world! Go International Group had signed on to fulfill its role as the Malaysian Licensee for the brand and to take e-sports to the next level. But it was in 2008, and hardly much was spoken about e-sports in a positive light. It was the era of World Cyber Games, sponsored by Samsung. Our challenge was to bring up e-sports as a veritable and inspiring sport for youth.

Target audience: Youth aged 15-25 years, predominantly male, tech-savvy individuals

Solution: Go International Group garnered support from government and corporate sponsors: Niro Granite, Cyberview, Play Interactive Group, DiGi Telecommunications, Intel, SMM, DIS Technology, 8TV and more. Each year, ESWC Malaysia brings young gamers together in a healthy competitive environment. In 2008, over 15,000 youth and tech-enthusiasts visited the 3-day festival held at 1Utama Shopping Centre. One team of young Malaysian DoTA game players – Team Kingsurf represented Malaysia at the global grand finals in San Jose, USA. They returned with the first Silver Medal ever won by a Malaysian team! Go International Group also arranged for Team Kingsurf to visit Intel HQ at San Jose. The boys were also the first cyber athletes to ever meet a Prime Minister!

Outcome: The festival has garnered a total media value of RM5.8m since 2008.

Nura Wellness Centre

The brief: Client approached us to assist them in conceptualising, planning and launching the RM5million esoteric wellness centre. VIP guests were flying in from UAE, UK and Singapore. The brief was taken 3 weeks prior to the launch date.

Target Audience: The big spenders, health tourism market, 35-years and above

Solution: We proposed holding an exclusive media launch followed by a press conference and cocktail party featuring well-known Malaysian celebrities. YB Dato’ Donald Lim attended as VIP Guest of Honour. Over 150 guests attended the launch while 20 media personnel covered the launch.

MyPenang Reunion – Chinese New Year concert

The brief: Penang State Tourism holds an annual ‘Chap Goh Meh’ celebration at the esplanade featuring a lion-dance show and throwing-of-oranges into the sea and is attended by Penang Chief Minister – YAB Tuan Lim Guan Eng. The objective was to ensure a strong crowd of at least 30,000 attended the festival.

Target audience: Across all ages

Solution: Go International Group managed the project and brought in partners like Astro MYFM, REDfm and Time Out KL to present a two-day star-studded festival with a superb line-up of entertainers from Penang, Kuala Lumpur and Taiwan. The newspapers reported that 60,000 thronged Esplanade Penang for the concert and festival – the highest turn-out ever reported for a Chinese new year concert.

FEYST11 @ Sweden Malaysia Innovation Days

#2011 #SwedenMalaysiaInnovationDays #InnovationForum #Sweden

The brief: Sweden Embassy hired Go International Group to do two things. First, bring its youth music & digital lifestyle festival to Pavilion KL as a part of its Innovation Days Forum. Second, handle the media relations and communication of its pioneering Sweden Malaysia Innovation Days Forum & Exhibition.

Target audience: High-level government officials, NGOs, corporates, universities, Malaysian general public & youth.

Solution: Go International Group worked closely with the Embassy, Swedish Trade Council and its partners IKEA, Sony Ericsson, Volvo, ABB, SAAB and BAE. Go International Group was also part of the media contingent to Sweden for an Innovation Days media learning trip.

The partnership with the Embassy made the 4th FEYST: Indie Youth Festival a stellar effort! Thanks and kudos to the Swedish Ambassador – HE Per Arne Hjelmsborn for believing in music as the main connector. The embassy flew in singer songwriter folk duo, The Harvest band to perform alongside over 55 Malaysian bands during the weekend at Pavilion KL. The Embassy’s support was so great that many of our musicians gained the experience from talks by Export Music Sweden spokesperson and music executive, Patrik Larsson.

The Embassy also organised a historical Nobel Dinner – a first, ever held outside of Sweden. The dinner was attended by over 400 guests at The Hilton Kuala Lumpur and featured Swedish Chef Michael Elfwing’s expertise in matching wines and courses as close as to what the actual Nobel dinner would have served. Until today, the menu remains a secret.

The Embassy also organised a historical Nobel Dinner – a first, ever held outside of Sweden. Over 400 guests arrived at The Hilton Kuala Lumpur and were  taken on a Nordic gastronomic adventure by Swedish Chef Michael Elfwing – mirroring the actual Nobel dinner experience. The partnership with the Embassy made the fourth FEYST: Indie Youth Festival a stellar effort! Thanks and kudos to the Swedish Ambassador – HE Per Arne Hjelmsborn for believing in music as the main connector. The embassy flew in singer songwriter folk duo, The Harvest band to perform alongside over 55 Malaysian bands during the weekend at Pavilion KL. The Embassy’s support was so great that many of our musicians gained the experience from talks by Export Music Sweden spokesperson and music executive, Patrik Larsson.

Outcome: The entire project garnered RM4m in media value.

Video link:

Slash Shoot Dance Crew at FEYST11

Pesawat band at FEYST11

The Harvest (Sweden) at FEYST11