Work / Sunway
/ Case Study · 2024
Sunway · LeobubuRedesigned, developed, sold out.
/ The Brief
A redemption magnet for Sunway's app launch.
Sunway Pyramid was launching the Sunway Oasis app and needed a collectable that would drive downloads — users had to download the app, redeem the Leobubu in-app, and queue to collect it.
The plush had to refresh Sunway’s existing mascot into something cuter and more modern while keeping the same brand style, and pack a functional foldable shopping bag inside.
How we built it
SOS Station handled Leobubu end-to-end, from design to development — redrawing Sunway’s mascot cuter while holding its brand style, in a complex three-dimensional plush form with special mascot details and a foldable shopping bag in an inner compartment.
The launch blew up: queues were enormous, it was fully redeemed, and units even resold on the Xiaohongshu (XHS) secondary market. SOS Station followed it with a gen-2 in updated festive clothing.
/ What We Did
End-to-end mascot development.
E2E
Design to development
Sold out
Fully redeemed
Gen-2
Follow-up edition
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Contact us/ FAQ
- Can SOS Station redesign and produce a brand mascot as a plush?
- Yes. SOS Station redesigned Sunway's Leobubu mascot cuter while keeping its brand style, then developed it end-to-end as a three-dimensional plush with a foldable shopping bag inside.
- Can a plush premium drive app downloads?
- Yes. Sunway's Leobubu was redeemed in the Sunway Oasis app — users downloaded, redeemed in-app and queued to collect — and it fully redeemed with enormous demand.
- How hard is developing a custom plush?
- A plush is three-dimensional soft merchandise where shape, material and feel take real care and experience — especially a mascot redesign — which is why SOS Station ran Leobubu end-to-end from design through development.
- Did the Leobubu campaign perform?
- Yes. It was fully redeemed with huge queues, units resold on the Xiaohongshu secondary market, and SOS Station produced a gen-2 edition in updated festive clothing afterwards.