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Malaysia Airport Launches The First iButterfly Asia iPhone Application In Malaysia

29 September 2011

Kuala Lumpur, 29 September 2011 - Malaysia Airports Holdings Berhad (Malaysia Airports) became the first company in Malaysia to launch the iButterfly Asia iPhone/iPad2 application, turning all its five international airports into virtual butterfly gardens.

This is the first time that iButterfly Asia 'flutters' into Malaysia, following successes in Japan, Singapore and Hong Kong. The iButterfly Asia iPhone/iPad2 application will be used by Malaysia Airports for its Indulge Till You Fly Campaign held from September 2011 to January 2012.

Designed to engage audiences and reach out to a wider segment of consumers via paper-less 'coupon entertainment', the challenge to consumers is to catch butterflies - each containing a different discount coupon, product offering and promotion -- seen through the iPhone/iPad2 camera viewfinder by swinging the iPhone like a butterfly net, and then put them in a collection.

Throughout the campaign period, consumers will be able to catch these butterflies using their iPhones/iPad2 and take advantage of iButterfly Asia exclusive offers. Once users capture their butterflies, they will be able to redeem them for free beverage and exclusive gifts with purchases from participating retailers at KL International Airport (KLIA)/LCCT-KLIA, Langkawi International Airport, Penang International Airport, Kuching International Airport and Kota Kinabalu International Airport.

The beauty of this tool - a proprietary innovation developed by Dentsu Digital Asia - is that consumers can decide when and where they wish to collect promotional offers and information with each butterfly being unique to the participating retailers. Initial participating brands are Delifrance Café & Bakery, L'Occitane and The Coffee Bean & Tea Leaf. More retailers are expected to come on board throughout the duration of the Indulge Till You Fly Campaign.

iButterfly Asia combines three technologies - augmented reality, global positioning system and motion sensors -- to give customers a fun and entertaining platform to enjoy the offerings via a mobile information and couponing technology.

Said Puan Faizah Khairuddin, Senior General Manager Commercial Services of Malaysia Airports: "We are pleased that Malaysia Airports is breaking new grounds in being the first in Malaysia to utilise iButterfly Asia. It demonstrates our forward-looking approach to commercial marketing. More than that, iButterfly Asia underpins perfectly our overall goal of exciting and rewarding visitors and travellers; to get them to see airports as retail and lifestyle destinations.

"Additionally, the iButterfly Asia application brings our Indulge Till You Fly Campaign to a different level in terms of reach and customer engagement. With it, going to airports will be a fun and looked-forward-to journey for all and not just travellers."

Malaysia Airports will be releasing four butterflies today and more will follow suit thereafter till the end of the ITUF campaign in January. A total of 10 virtual butterflies will be fluttering throughout the duration of the Indulge Till You Fly Campaign.

Ben Rozario, Senior Planner Dentsu Malaysia added: "We are truly excited to launch the iButterfly Asia application here with Malaysia Airports as our first client. This technology has caught on like wild fire with consumers in the countries where it is available. It will undoubtedly be the same here and we look forward to bringing this technology to a wider audience of Malaysians."

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