TAM AN AN G G R E K M AL L

LED Illuminated Facade

The Worlds Largest

LED Illuminated Facade
Taman Anggrek is home to the World's Largest LED Facade
recorded by The Guinness Book of World Records.

RECOGNITION
Guinness World Record 2012
Worlds Largest LED Illuminated Facade

Indonesian Advertising Awards ( Citra Pariwara ) 2012

Gold ( Outdoor - Single & Campaign )
Silver ( Outdoor - Single & Campaign )

Indonesian Advertising Awards ( Citra Pariwara ) 2013

Grand Prix ( Best in Show )
Gold ( Outdoor - Single & Campaign )
Silver ( Outdoor - Single & Campaign )
Silver ( Direct Promotion )
Silver ( Non Conventional )

International Council of Shopping Centers Global Awards (ICSC)

2013
Finalist (Event & Promotion) Activation LED Promotion

International Council of Shopping Centers Global Awards (ICSC) 2014

Finalist (Event & Promotion) Activation LED Promotion

BACKGROUND
&
RESEARCH SPECIFICATIONS

Trafc Studies
MTA LED
Cathment Area
The key to this research is
understanding consumers with an
opportunity to see the MTA LED
Screen .

The map on the right approximates

the MTA LED catchment area that
the research was targeting.

MTA conducted the study across

Jakarta to obtain the views of people
going past the catchment area from
various areas of Jakarta.

Trafc Studies
Routes for
Passing
MTA

H
G
F
E
D

Mal Taman Anggrek crossed by

several routes, 5 routes from Cawang
to Grogrol and 3 routes from the
MTA : Mal Taman
Anggrek
opposite
direction.
A

Tanjung Duren - Grogol

Slipi - Tanjung Duren

:
:

Tangerang Highways Slipi Highways - Grogol

Highways
F

MTA

Grogol Highways - Slipi

Highways

G
H

Grogol Highways -

Tangerang Highways
Grogol - Sl ipi

Trafc Studies
Avarag

70,780

e
Trafc / Day
53,324
Trafc routes Mal Taman Anggrek
45,268

1,989,042
vehicles/week.
A

Tanjung Duren - Grogol

Slipi - Tanjung Duren

Tangerang Highways -

Grogol
Slipi - Grogol

Slipi Highways - Grogol

Highways

35,218
31,524

20,186
14,087

13,744

Grogol Highways - Slipi

Highways

Grogol Highways Tangerang Highways

Grogol - Slipi

Awareness
MTA
LED
Awereness

100 %

All passers-by
aware
LCD/LEDare
Billboards
of
the brand, nearly three quarters

73 %

were able to mention the brand

spontaneously when asked about

Total Awareness (100%)

70 %

Awareness
Spontaneous
Brand Awereness
86
Spontaneous awareness of

75

MTA

Frequency of Passing

LED also increases with frequency of

by the catchment area, a

bypassing

good

68 (%)

result.

*Base : Total Sample (n=354)

1 - 2x
a month
n = 220

2 - 3x
a week
n = 69

> 3x
a week
n = 65

Awareness
Attention
(Branding Recognition)
Two in five regular passers-

Correct brand
mentioned

by

3
9%

could recall a correct brand being

advertised on MTA LED.

Correct category,
no brand mentioned

34 %

Generic

10
%
Advertising

Awareness
Attractiveness &
Uniqueness

Attractiveness

Uniqueness

Overall, MTA LED Facade

5%

is

6%

perceived positively as attractive and

unique,
there were
no MTA
neutral
or negative opinions
about
LED
on

34 %

these

29
%

measures.

Scores
1 ( very attractive )
2
3
4
5
6

48

7
8

9
10 ( not at all attractive )

44 %

ADVERTISEMENT
EFFECTIVENESS

Ad Efectiveness

Bran
d

Net

Branding was excellent with most

Awarenes

correctly identifying the brand

Brand A

advertised.

72 (%)

65% correctly identified the brand

61

Screen B

55

Screen D

Brand B
Net

85% correctly identified the

7
83

Screen B brand

64

Screen D

Brand C
Net
Screen B

56

52% correctly identified the

brand

49
38

Screen D

Brand D
Net
Screen B
Screen D
*Base : Total Sample (n=354)

70

45% correctly identified the

brand

61
46

Ad Efectiveness

Unaide
d
Unaided awareness of brands adver

Significantly higher than Saw

any Ad, no on MTA LED at
95% confidence level

42 (%)
67

tised is significantly higher among

those who saw the ad on MTA LED

and other media, compared to those
who saw on other media (TV)

Brand B

*
Caution : Small base size
(n=57)

58

only.

8
0
Brand A,B,C

Brand C

Did not see any Ad (n=26*)

Saw
onLED
MTA(n=106)
LED
Saw
anyany
ad ad,
on not
MTA
(n=222)

Saw any ad, not on MTA LED (n=192)

Saw any ad on MTA LED (n=57)
Did not see any Ad (n=105)

64

1
2

50

*
20
4
3
41

96

Ad Efectiveness

Overall
TowardsOpinion
Brands

Brand A
Significantly higher than Saw
any Ad, no on MTA LED at
95% confidence level

42 (%)
45

In line with brand awareness,

overall opinion towards each brand is

significantly higher among those who

saw the ad on MTA LED and other
media, compared to passers-by who

Brand B
73

saw the ad on other media (TV) only.

77
Brand A,B,C
Did not see any Ad
(n=26*)
Saw any ad, not on MTA LED (n=222)
Saw any ad on MTA LED (n=106)

(n=57)
*
Caution : Small base size

6
4

Brand C

89

15
37

*
Saw any ad, not on MTA LED (n=192)
Saw any ad on MTA LED (n=57)
Did not see any Ad (n=105)

75
91

100

SUMMAR
Y
AND WAYFORWARD

Summary

Awareness and
Opinion of MTA LED

MTA LED had universal awareness within the catchment area. All passers-by were aware of MTA LED, and nearly three quarters mentioned it
spontaneously when thinking about LCD/LED billboard screens.

Opinions about MTA LED were also overwhelmingly positive, with at least
four in five regarding it as attractive, unique, attention grabbing,
entertaining, and efective in communicating messages.

Frequency of passing by the catchment area seem to have a positive efect

on spontaneous MTA LED recall, but not so much on opinions of MTA
LED (ie. Passing by more often does not change their opinion or rating of
MTA LED).

Summar
y

MTA
LED
Efectiveness

MTA LED was shown to be efective in boosting the outcomes of other

media in advertising.

Overall, those who recall seeing advertising on MTA LED had a higher
brand awareness and opinion compared to those who only recall seeing the
advertising on TV.

Considering that those who saw the tested ads on MTA LED are also likely
to have seen the same ads on TV or other media, the findings of the study
indicate that MTA LEDs strength is as a complementary media to boost
awareness and opinions of the advertised brand.

FACTS
& FIGURES

Facts & Figures

Technical
Specifications

High Resolution Screen B

Video Format Supported

Total dimension: 525 sqm

MP4 Photo JPEG

Screen size (wxh): 30 x 17.5m

MOV

Resolution: 708 x 420 pixels

MPEG1, MPEG2, AVI

High Resolution Screen D

Graphic Formats Supported

Total dimension: 495 sqm

.JPEG

Screen size (wxh): 18 x 27.5m

.PNG

Resolution: 432 x 660 pixels

.GIF
.TIFF

Facts & Figures

Technical
Specifications