The brief
A new venue, a watching industry, and everything to prove
TCE Baby Expo was Malaysia's biggest baby expo — the one the entire industry benchmarked against. When the event moved to MITEC, a major new venue, the stakes shifted. Event organisers were nervous about the untested location. Exhibitors from baby brands, competitors, and industry players were all watching to see whether TCE could maintain its dominance in unfamiliar territory. The pressure was on: deliver 300K+ walk-ins, justify a multi-million ringgit A&P spend, and prove that brand strength translates across venues.
The approach
Three months of campaigning in one brand voice
I directed a 3-month campaign that ran simultaneously across digital, physical, and out-of-home. Paid digital ads targeted parents across Peninsular Malaysia and East Malaysia — Meta, Google, programmatic — driving pre-event registrations and awareness. OOH and DOOH placements covered high-traffic areas leading into the event window. On-site, I designed the full environmental experience: billboards, wayfinding, exhibition halls, and interactive brand moments that turned a new venue into a familiar, shareable experience. Every touchpoint carried one consistent brand system — from the first digital ad a parent saw three months out to the last banner they walked past at the exit. Design optimisation across all assets also cut A&P costs by 15% without sacrificing reach or quality.
The outcome
The benchmark, set again
300K+ walk-in visitors across the event campaign. The MITEC gamble paid off — exhibitor satisfaction and booth sales exceeded expectations, and TCE Baby cemented its position as the expo other organisers measured themselves against. The brand's reputation grew beyond KL: parents across Malaysia and even Singapore began asking for TCE to bring the event to their regions. That demand wasn't driven by advertising alone — it was the result of consistent brand control across every channel and touchpoint, proving that when the creative is tight, the brand travels further than any media plan.
See the full project on Behance
The arc — Yhello Box
When an expo becomes a brand
The overwhelming response from parents at TCE Baby Expo revealed something bigger than event attendance — there was real demand for the trust TCE had built. Yhello Box was born from that insight: a curated welcome box for newly registered parents, delivered as their first touchpoint with the TCE ecosystem. The name — Yellow + Hello — was designed to feel warm and optimistic, a brand that says "welcome to parenthood" before the expo even begins.
The concept was grounded in research. Hospitals have long provided new-parent hampers as a "first touch experience" — studies show that the first product a new parent uses (a diaper brand, a skincare, a baby care essential) often becomes their long-term choice. Yhello Box borrowed that mechanic: a quality-controlled selection of sponsored products that gave parents genuine value while giving brands a direct activation channel. It turned TCE from an event into a year-round brand relationship — and created a win-win between parents, sponsors, and the expo itself.
