ASIA-PACIFIC – KUALA LUMPUR, MALAYSIA, APRIL 2011 – Katchi, an Out-Of-Home (OOH) media specialist formerly known as Ströer Malaysia, announced its rebranding to keep pace with global developments.
As it becomes increasingly challenging to captivate audiences fragmented across dozens of available channels on TV and publications, advertisers are finding it impossible to overlook OOH’s effectiveness as brand builders. A main attraction of the premium and cutting edge outdoor channels, Katchi offers pioneering network advertising with the capacity to more efficiently reach mobile target audiences with its coverage and repetition.
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Katchi was born from GCEO and Head of Business Development Asia, Marceline Lemarié’s arrival in Malaysia in 2007 to start up Stroeer Malaysia Sdn Bhd – part of German OOH specialist Ströer Out-Of-Home Media AG Group. Despite its relatively young history, Stroeer Malaysia operations were voted as the second preferred Out-of-Home company in Malaysia in 2009 and 2010, according to an independent survey conducted by Advertising + Marketing magazine.
The Katchi brand name (pronounced “Catch Eye”) plays on words to indicate its variety of advertising mediums which are ideally sized, elegantly designed and sophisticated scrolling boards that have been tailored to showcase creative ads at eye level to demand maximum attention.
Katchi’s logo, with green representing its investors, Oaktree Capital Management, one of the biggest Private Equity Company in the US. The orange colour is a tribute to former parent company Ströer Out-of-Home Media AG Group, as Katchi intends to retain its solid foundation of German technology.
Katchi’s advertising mediums are not as expensive as might be expected. “Our boards may be negligibly more expensive on a per board basis compared to traditional billboards, but our rental fees are cheaper by almost half in terms of exposure ratio per month due to our high number of board faces in various strategic locations,” explains Marceline. “For example, our extensive Mega Light network presence is spread out over 58 locations in KL with 66 marketable faces; and that’s just to name one of our networks. Of course we do offer the Classic Boards or traditional billboard medium of various sizes as well, which can be spotted around cities and towns like KL, Ipoh, Klang, Kuantan and Alor Setar.”
Once fully commissioned Katchi will have over 5,000 of varied advertising billboards of different sizes including some ‘intelligent’ ones like the Mega Lights carefully spread out and deployed to drive maximum return on investment for clients.
Katchi’s commitment in beautifying cities they work with include putting up, all cost borne by Katchi, 300 public-service oriented directional road signage and building 1,300 transport shelters for the convenience of the general public. Coupled with fulfilling its social obligations, Katchi insists on using eco-friendly materials and ink for the posters in their boards.
