RYAN · ELEVATOR MEDIA电梯媒体
Feeds get swiped. Elevators don't. We reach audiences at three unskippable touchpoints — the parking lift lobby, the entrance lift lobby, and inside the lift — with a full 15-second message, not a fragment. 信息流可以划走,电梯不能。我们在三个无法跳过的必经点触达受众——停车场电梯厅、入口电梯厅、电梯轿厢内——播放完整的15秒品牌讯息,而不是被划走的片段。
The problem: your ad spend is getting scrolled past.问题:您的广告预算,正在被划走。
Anyone can make content now. AI tools, phones, editing apps — the barrier to creating has never been lower. 现在人人都能做内容。AI工具、手机、剪辑软件——创作的门槛从未这么低过。
But attention hasn't grown to match it. The next post, the next ad, the next fifteen seconds of someone else's content is always one swipe away. 但注意力并没有跟着增长。下一条帖子、下一个广告、别人的下一段15秒内容,永远只隔着一次划走的距离。
Digital creates reach. Physical media can reinforce memory. That's where elevator advertising becomes powerful. 数字媒体创造触达,实体媒体强化记忆。这正是电梯广告的价值所在。
Reach isn't the same as being remembered.触达不等于被记住。
An elevator ride is one of the few daily moments people can't scroll past, close, or skip — part of the daily living space people already move through.电梯乘坐是少数几个无法被划走、关闭或跳过的日常时刻——是人们每天生活空间中本就会经过的一部分。
One exposure creates awareness. The same commute, several times a day, is what turns awareness into recall.一次曝光带来认知。而同样的通勤路线一天数次重复,才是把认知变成记忆的关键。
Most decisions aren't reasoned through — they're retrieved. The brain runs on two systems, and knowing which one governs brand recall is why repetition works.大多数决策不是经过推理得出的——而是被"提取"出来的。大脑运作依靠两套系统,了解哪一套主导品牌记忆,正是重复曝光有效的原因。
This is exactly what an elevator ride offers: the same low-distraction moment, repeated daily. Each ride doesn't just add an impression — it reinforces the memory trace, so when the need arises, System 1 retrieves your brand first, before System 2 is ever engaged.这正是电梯乘坐所提供的:同样低干扰的场景,每天重复出现。每一次乘梯,强化的不只是曝光次数,更是记忆痕迹本身——当需求出现时,System 1会第一个提取你的品牌,甚至不需要System 2介入。
Touchpoint 1 — first screen residents and staff see leaving their vehicle触点一——居民及员工离开车辆后看到的第一块屏幕
Touchpoint 2 — the main lobby waiting moment, every ride触点二——每次乘梯都会经过的主大厅等候时刻
Touchpoint 3 — a closed, captive screen for the full ride触点三——整趟乘梯过程中封闭、专属的屏幕
Most ads never finish their story.大多数广告,连话都还没说完。
A contained moment where a complete message has room to land.一个封闭的场景,让完整的讯息有空间被看见。
Strong visual, question, or recognisable brand cue强烈的视觉、提问,或可辨识的品牌符号
The campaign idea, product benefit, or reason to carecampaign核心概念、产品好处,或值得关注的理由
The product shown clearly, brand recognition reinforced清楚展示产品,强化品牌辨识度
Brand, campaign message, and call to action品牌、campaign讯息,以及行动呼吁
15 seconds is enough to tell a story — when your audience has the opportunity to stay with it.15秒足够讲完一个故事——只要你的受众有机会陪它走到最后。
People naturally look at the screens — great creative is what turns that glance into recall.人们自然会看向屏幕——而好的创意,能把这一眼变成记忆。
Coverage claims that hold up under scrutiny.经得起检验的覆盖数据。
Based on our current media spot list across Klang Valley, Johor, and Penang.数据来自我们目前在巴生谷、柔佛及槟城的媒体点位清单。
Target Media operates under Focus Media Group — headquartered in Shanghai, founded in 2003, and publicly listed since 2005. The group's network spans 11 markets across Asia, the Middle East, and the United States. My focus is the Malaysia market.Target Media隶属于Focus Media Group——总部位于上海,成立于2003年,自2005年起上市。集团网络覆盖亚洲、中东及美国共11个市场。我主要负责马来西亚市场。
11 markets worldwide — zooming into my coverage in Malaysia全球11个市场——聚焦我在马来西亚的覆盖范围
From retail and FMCG to travel, beauty, and education — Target Media's elevator advertising network spans a wide range of industries, connecting each brand's message with the right audience in the right buildings.从零售、快消品到旅游、美妆及教育——Target Media的电梯广告网络横跨各行各业,把品牌讯息精准传递给合适的楼宇受众。
"Gaji Seumur Hidup" Contest"薪水终身制"抽奖活动
Every RM20 spent on Nestlé products earns one contest entry, with a grand prize of RM3,500/month for life. Elevator screens reinforced the mechanics and entry deadline across daily commutes, driving purchase-linked entries.每消费RM20即可获得一次抽奖资格,大奖为每月RM3,500、终身派发。电梯屏幕在日常通勤中持续强化活动机制与截止日期,带动购买挂钩的参与人数。
Sime Darby PropertySime Darby Property
Positioned KLGCC Mall as an everyday dining destination for working professionals. Relatable moments — morning meals, midday breaks, business lunches — showcased the mall's diverse F&B offerings and how it fits into every part of a daily routine.将KLGCC Mall定位为上班族的日常用餐目的地。透过早餐、午间小憩、商务午餐等贴近生活的场景,展示商场多元的餐饮选择,以及如何融入日常生活的每一环节。
Bacteria Gone & Fresh Breath细菌清除与清新口气
A two-phase campaign strengthening Darlie's association with bacteria protection and long-lasting fresh breath. Phase one used a dramatic zombie concept to visualise bacteria being eliminated; phase two shifted to an elevator-based scenario highlighting bad breath in a confined shared space — making the message highly relevant to the actual advertising environment.分两阶段的campaign,强化Darlie在抗菌防护与长效清新口气方面的品牌联想。第一阶段以戏剧化的僵尸概念呈现细菌被消灭的过程;第二阶段则转为电梯情境,凸显密闭共享空间中的口气问题——让讯息与实际广告投放环境高度契合。
TM7 Launch — Singapore & MalaysiaTM7新品发布——新加坡与马来西亚
Launched the upgraded Thermomix TM7 across Singapore and Malaysia, building product awareness while driving audiences to retail locations for hands-on demonstrations. In Singapore, the campaign leveraged NFC-enabled elevator screens, letting audiences tap to access a campaign microsite before being redirected to the Thermomix website. Following the Singapore activation, the campaign was extended to Malaysia with market-specific messaging.在新加坡与马来西亚推出全新升级的Thermomix TM7,建立产品知名度,并引导受众前往零售据点亲身体验。在新加坡,campaign运用了具备NFC感应功能的电梯屏幕,让受众轻触即可进入活动微网站,再导向Thermomix官网了解更多产品信息。新加坡活动结束后,campaign延伸至马来西亚市场,并针对当地受众调整讯息内容。
7x More Vitamin D37倍维生素D3
Positioned Dutch Lady as a nutritious everyday choice for the whole family by connecting the product with familiar routines — from children preparing for school to mothers managing the household. The campaign highlighted calcium, protein, and 7x more Vitamin D3, encouraging families to start the day well.将Dutch Lady定位为全家日常的营养之选,把产品与孩子准备上学、母亲操持家务等熟悉的生活场景连结起来。campaign凸显了钙质、蛋白质及7倍维生素D3的产品优势,鼓励家庭元气满满地展开每一天。
"Jimat Gila""Jimat Gila"
Amplified TikTok Shop's double-digit sale moment with an unexpected restaurant scene, where two diners discuss an unbelievable 70% discount — creating curiosity before revealing their fashion accessories were bought on TikTok Shop. The delayed brand reveal and humorous storytelling made the promotion more engaging while driving awareness of the campaign's deals and savings.透过一个出乎意料的餐厅场景,放大TikTok Shop双十一大促声量——两位食客热议令人难以置信的70%折扣,引发好奇心,随后才揭晓他们身上的时尚配件原来是在TikTok Shop购入的。延迟揭晓品牌的手法与幽默的叙事,让促销讯息更具吸引力,同时提升了campaign优惠与省钱信息的认知度。
"Double Delight" — Ramadan AM/PM Creative"Double Delight"——斋月AM/PM双版本创意
Promoted Subway through Ramadan with sensitivity to fasting audiences, using two time-based creatives. From morning until 3pm, food visuals were playfully covered with stickers; after 3pm, the full food imagery was revealed as buka puasa approached — keeping the campaign visible all day while delivering the most appetite-driven message at the most relevant time.在斋月期间推广Subway,同时顾及守斋受众的感受,采用两个按时段切换的创意版本。从早上到下午3点,食物画面以趣味贴纸遮盖;下午3点后,随着开斋时间临近,完整的食物画面才会揭晓——让campaign全天保持曝光,同时在最合适的时段传递最能引发食欲的讯息。
100 Clubs, Waived Joining Fee & 3-Day Free Trial100家分店、豁免入会费与3天免费试练
Drove membership acquisition by highlighting Anytime Fitness's network of over 100 clubs in Malaysia and nearly 6,000 worldwide, alongside key benefits like 24-hour access, first-class equipment, unlimited group classes, and customised coaching. A waived joining fee, a 3-day free trial, and a prominent QR code strengthened conversion by letting audiences register immediately.透过凸显Anytime Fitness在马来西亚超过100家分店、全球近6,000家分店的网络规模,以及24小时开放、顶级器材、无限团体课程与个人化教练指导等核心优势,推动会员增长。豁免入会费、3天免费试练,加上醒目的QR code,让受众能立即注册,强化转化效果。
Bingo EV — "Drive a Bingo, Win a Bingo"Bingo EV——"Drive a Bingo, Win a Bingo"
Introduced the TQ Wuling Bingo EV to drive showroom visits and test-drive registrations. The campaign showcased the vehicle's distinctive "modern meets retro" design while promoting the "Drive a Bingo, Win a Bingo" activation, where participants stood a chance to win over RM100,000 worth of prizes. A prominent QR code gave audiences a direct route to book a test drive.推出TQ Wuling Bingo EV,带动展厅到访与试驾预约。campaign呈现了这款车"现代融合复古"的独特设计,同时宣传"Drive a Bingo, Win a Bingo"活动,参与者有机会赢取总值超过RM100,000的奖品。醒目的QR code为受众提供了直接预约试驾的渠道。
Pura 90s Series — "Now is Your Moment"Pura 90s系列——"Now is Your Moment"
Launched the Huawei Pura 90s Series to drive pre-orders by showcasing its premium design, vibrant colourways, and advanced camera capabilities, including the 200MP Ultra-Large Sensor Telephoto Camera. The creative combined visually striking product shots with clear pricing and pre-order rewards worth up to RM3,076, building aspiration while encouraging immediate purchase consideration.推出Huawei Pura 90s系列,透过展现其高端设计、亮丽配色及先进拍摄性能(包括2亿像素超大感光元件长焦镜头),带动预购。视觉冲击力强的产品图,搭配清晰的定价与总值高达RM3,076的预购好礼,在建立向往感的同时,也推动消费者即时做出购买决定。
I manage a global brand portfolio across industries — from retail and automotive to F&B and property — bringing campaigns to life across Target Media's elevator network.我管理跨行业的全球品牌组合——从零售、汽车到餐饮及地产——透过Target Media的电梯网络将campaign落地执行。
Recent work spans UNIQLO, MINI, TikTok Shop, Anytime Fitness, and Sime Darby Property, among others.近期合作品牌包括UNIQLO、MINI、TikTok Shop、Anytime Fitness及Sime Darby Property等。
If you're weighing where your next campaign budget goes, let's talk numbers.如果您正在评估下一笔campaign预算该投向哪里,欢迎和我聊聊具体数字。
Different stage, different objective, different industry — every brand's situation is its own. What stays consistent is our experience: across international and local activations, we've learned to match the right buildings, frequency, and creative approach to what a brand is actually trying to achieve. Let's talk and find the strategy that fits yours best.不同阶段、不同目标、不同行业——每个品牌的情况都不一样。不变的是我们的经验:透过国际与本地品牌的实战经验,我们懂得如何为品牌匹配合适的楼宇、频次与创意方式。让我们聊聊,找到最适合您的策略。
Every number, fully explained.每一个数字,都有清楚的来源。
Our frequency model is built on simple math and real-world building behaviour — not a black box.我们的频次模型建立在简单的数学与真实楼宇行为之上——不是黑箱作业。
All figures sourced from Target Media's internal frequency and OTS methodology. These are modelled estimates for planning purposes, not observed audience counts — contact me for a confirmed quote based on your selected buildings. 以上数字均来自Target Media内部的频次及OTS计算方法。这些均为规划用途的模型估算,并非实际观测数据——如需根据您所选楼宇获取确认报价,请联系我。
I believe a brand's presence today has to hold on two fronts — physically, on the screens people pass every day, and digitally, wherever they might be looking. This page is my attempt at the second half.
If you've found it, you're already exploring — and I sincerely hope that, with what I've learned running campaigns across Malaysia's elevator network, you'll find some clarity here on how to leverage this platform, and why it still matters in how brands reach people today.
我相信,品牌今天的存在感必须双线并行——既要出现在人们每天经过的实体屏幕上,也要能在他们搜寻的任何角落被找到。这个页面,是我在数位这一端的尝试。
如果你找到了这里,说明你已经在探索了——我由衷希望,凭借我在马来西亚电梯媒体网络累积的经验,能让你在这里找到一些清晰的方向:如何善用这个平台,以及它在当今品牌行销中,为什么依然重要。
Tell me your brand, your audience, and your budget range — I'll come back with a media plan that fits.告诉我您的品牌、目标受众和预算范围,我会为您提供一份贴合需求的媒体规划方案。