KL, JB & Penang · 2026
MR.DIY × Baito Group
A PANDAi takeover.
Across three cities.
Taking the brand into the crowd.
Bringing people into MR.DIY Club.
The project
Make people look.
Give them a reason to join.
50 PANDAi mascots, backed by 50 crew, formed the campaign’s core: a moving brand presence across Kuala Lumpur, Johor Bahru and Penang.
Baito’s guerrilla marketing work for MR.DIY paired the spectacle of a mascot takeover with direct public engagement. The mascots made the brand visible in busy retail and street settings; the crew helped people take the next step into MR.DIY Club.
Baito brought the people and on-ground coordination behind the campaign, from costume preparation and crew briefings to team movements and QR-led conversations. From the first briefing to the final group photo, the work connected a large-scale appearance with one-to-one conversations.
Reported sign-ups are MR.DIY Club sign-ups: campaign totals reported by Baito for the three city legs (Kuala Lumpur 1 August, Johor Bahru 8 August and Penang 15 August 2026). Mascot and crew counts are Baito’s own campaign-scale counts, not audience figures.
01The route
KL. JB. Penang.
One campaign ran as three city legs, a week apart: Kuala Lumpur on 1 August, Johor Bahru on 8 August and Penang on 15 August 2026.
In each city, the operations agenda set out where the mascots and crew would appear, how the teams moved between locations and where they regrouped.
- 01 / Kuala Lumpur
1 August 2026
Bukit Bintang and nearby retail destinations, including Lot 10, Sungei Wang and Berjaya Times Square, with the team gathering at Dataran Merdeka.
- 02 / Johor Bahru
8 August 2026
The operations agenda covers Toppen, Sutera Mall, Paradigm Mall and B5 Street, alongside a separate roving team.
- 03 / Penang
15 August 2026
The agenda splits teams across Gurney Paragon, Gurney Plaza and Queensbay, with an evening gathering at Padang Kota.
02Street presence
A brand people
could walk into.
A large group of PANDAi mascots made MR.DIY part of the surroundings. The KL photographs show the characters appearing together outside familiar retail destinations, turning the campaign into something people could encounter on their own route.
The guerrilla marketing idea is visible in the scale and movement: a recognisable brand character, repeated across the crowd, supported by people ready to engage.
03The crew
50 mascots need
a team around them.
The 50 crew are central to the story. The campaign records cover role allocation, briefings, costume preparation, QR materials, equipment and movement between locations.
Roving means coordinating a moving operation. The JB agenda includes Baito’s internal briefing, costume and equipment loading, team transfers, water breaks and regrouping. The Penang plan uses alternating teams so public engagement can continue while others rest.
04Engagement
The crowd is the start.
The conversation matters.
The mascot presence opened the interaction. Crew then helped visitors engage with MR.DIY Club through QR codes and app guidance.
The Penang crew guide adds the reporting process behind those conversations: capturing sign-up evidence and recording activity through the day.
05The film
PANDAi on the move.
A 50-second campaign film with sound and no captions: PANDAi mascots and crew in Kuala Lumpur, MR.DIY Club QR sign-up cards, and the Johor Bahru and Penang dates.
06Photographs
Out in the city.
Moments from Kuala Lumpur and Penang. Select a photograph to explore.
07The results
Sign-ups,
city by city.
Reported MR.DIY Club sign-ups
Kuala Lumpur, Johor Bahru & Penang · August 2026
Each conversation was a chance to bring someone into MR.DIY Club. Across the three city legs, Baito reported 18,624 sign-ups: 6,577 in Kuala Lumpur, 5,935 in Johor Bahru and 6,112 in Penang.
The sign-ups are campaign totals reported by Baito for each leg. The 50 mascots and 50 crew are Baito’s own campaign-scale counts, not audience figures.
For brands planning a similar campaign, the value is in the pairing: a presence large enough to make people look, and a team on hand to turn that attention into a conversation.
Your next campaign
Planning a campaign
on the ground?
Baito brings the people and on-ground coordination behind roving and guerrilla campaigns: mascot performers, trained crew, briefings and team movements across cities. Tell us your brand, cities and campaign objective, and we can help plan the takeover.
Plan a campaign with Baito