Wolong: The Mastermind takes its story from the road to the screen in Malaysia

 A smart collaboration between Rodeo, Naga DDB Tribal and Publicis Media has taken Astro’s  promotion of Wolong: The Mastermind beyond traditional vehicle advertising, transforming the journey from a conventional media exposure into an immersive entertainment experience. 

The collaboration brings together creative thinking, media innovation and experiential storytelling to create a connected experience that starts on the road, continues inside the Rodeo Car and ultimately invites audiences to engage further with the entertainment property.  

Rather than using the vehicle simply as a canvas for branding, the campaign turns the medium itself into part of the entertainment experience. 

On the outside, the vehicle features cinematic Wolong: The Mastermind creative inspired by the world of strategy, power and warfare. Taking the execution beyond a conventional vehicle wrap, Rodeo’s creative team incorporated real arrows with traditional feather fletching, physically mounted onto the vehicle and integrated with the printed artwork. The treatment creates a dramatic 2D-to-3D illusion, making the arrows appear to break through the vehicle wrap and become part of the vehicle itself. The result is designed to capture attention and curiosity on the road, turning the car from an advertising surface into a moving extension of the entertainment property. 

The campaign continues once passengers enter the Rodeo Car. Inside, Rodeo CADOOH, the in-car digital screen, transforms the passenger cabin into a mini-cinema, with a preview of Wolong: The Mastermind playing directly in front of the audience. This creates a natural progression from seeing the campaign externally to experiencing the entertainment content firsthand. Passengers can discover more about the series, experience a taste of its storyline and continue their journey from physical media into digital content.  

The experience is designed to go beyond awareness and drive measurable audience engagement. During the TVC preview, passengers are presented with a QR code, providing a direct and frictionless bridge between the entertainment experience and the next digital interaction. With a simple scan, audiences can continue their journey with Wolong: The Mastermind. – The vehicle captures attention. – The 3D execution creates curiosity. – Rodeo CADOOH delivers the content. – The TVC builds anticipation. – The QR code creates the next action. 

For Astro, Rodeo, Naga DDB Tribal and Publicis Media, the collaboration demonstrates how media formats can be reimagined to play a more active role in the consumer experience. Rather than treating the exterior wrap, physical installation and in-car screen as separate advertising placements, the campaign connects them as one integrated experience — allowing each touchpoint to build on the one before it.  

“From the beginning, we wanted to create something that felt bigger than a car advertisement,” said Valens Subramaniam, CEO of Rodeo Malaysia. “The idea was to make the passenger experience feel like an extension of Wolong: The Mastermind. What they see outside draws them in, what they experience inside tells them more of the story, and the QR interaction gives them a direct path to continue that experience.”  

With Wolong: The Mastermind, Rodeo and Astro have transformed a moving vehicle into a mobile entertainment destination, bringing together physical innovation, creative storytelling, digital content and audience engagement in one connected campaign.  

It is an approach that moves beyond simply asking audiences to watch the show — giving them a taste of the entertainment as part of their everyday journey. From street to screen, the story starts outside, comes alive inside and continues with the audience.