Tag: OOH

Philippines – Lifestyle destination developer Ayala Malls has forged a partnership with out-of-home (OOH) solutions provider Summit Outdoor Media to redefine customers’ retail experience.

The partnership leverages Ayala Malls’ high traffic and strategic locations to deploy Summit Outdoor Media’s suite of integrated OOH solutions. It aligns with Ayala Malls’ goal to solidify its position as an innovative mall developer, while Summit Outdoor Media aims to enhance customer experience through targeted content.

Through the collaboration, brands and advertisers can leave an impact and enrich shoppers’ experiences. OOH formats include interactive digital displays, experiential zones for brand interactions, and integrated mobile connectivity.

With the fusion of different formats, Summit Outdoor Media is expected to contribute to the ambience and engagement within Ayala Malls. 

The partnership is set to first roll out at One Ayala, targeting the commuters at the Makati transport hub.

The integration of OOH solutions will be made under the direction of Paul Birkett, chief operating officer at Ayala Malls.

“Ayala Malls’ vision is to shape inspiring environments that spark imagination and deliver personalised, immersive experiences. This partnership with Summit Outdoor Media allows us to expand the canvas upon which Ayala Malls, tenants, and relevant brands create visual brand identities which resonate with our unique customer demographics,” Birkett said.

“Our malls are intentionally designed to serve as a catalyst for meaningful connections between brands and consumers. Consumer journeys have shifted from a linear path to a dynamic, multi-touchpoint environment. Merchants and brand partners need to engage with consumers beyond their stores and owned channels, as consumers experience moments of influence at different stages and touchpoints. Having an extensive array of OOH solutions in Ayala Malls provides more opportunities for our merchants, brand partners, and consumers to meaningfully connect, engage, and interact,” Birkett added.

“We’re excited to partner with Ayala Malls to bring fresh, innovative out-of-home solutions to their spaces. By combining our creative and tech-driven approach with Ayala Malls’ premier retail environments, we’re opening new ways for brands to connect with people through immersive and experiential experiences,” Abigail Pe Aguirre, deputy head of Summit Outdoor Media, commented.

Hong Kong – Olay has teamed up with Grey Hong Kong to launch a bold new campaign that breaks away from filters and retouching, spotlighting unfiltered beauty and real skin transformation.

Titled ‘28 Frames Later’, the campaign invites participants to document their skincare journey using Olay’s Advanced Light-Perfecting Essence—without the aid of digital edits or studio lighting. Instead, the brand handed out single-use film cameras to encourage honest, unfiltered snapshots of skin over 28 days.

At launch, 100 key opinion leaders and content creators received special-edition cameras and products to capture their progress. Each camera was customised to include 27 exposures—symbolically representing each day in the skincare routine and nodding to the idea of transformation through consistency rather than perfection.

The initiative draws on a broader shift in beauty culture, where consumers are increasingly favouring transparency over touch-ups. The resurgence of disposable cameras among younger audiences—valued for their raw, unedited aesthetic—offered a fitting medium for the message.

“The whole idea came from what we’re seeing in beauty today, where consumers are moving away from heavy makeup and embracing a glowy, natural look. We turned to something imperfect and unedited—a simple, one-use film roll camera,” said Joe Yue, creative partner at Grey Hong Kong.

“This campaign was about making beauty feel honest again. We’ve seen too many claims propped up by soft lighting and editing. We wanted to do the opposite—show confidence through proof,” added Duffy Lau, managing director at Grey Hong Kong.

Running across digital, social, in-store, and out-of-home channels, the campaign encouraged users to share their images and experiences online. A branded photo booth installed at Mannings in Causeway Bay allowed customers to snap and print their own progress photos, with a small reward for participation—adding an interactive, offline touchpoint to the broader conversation around skin and self-confidence.

Desmond Chow, brand director at OLAY Hong Kong, said, “It’s critical to understand our consumers’ real pain points for all our activations. This campaign was about showing the real transformative results for real consumers. Instead of overpromising, we wanted to give people a way to see the difference for themselves.”

Hong Kong – Lee Kum Kee has teamed up with creative agency Grey Hong Kong to launch its first-ever instant noodle line — a bold debut into the instant food category, backed by a campaign that injects journalistic flair into the world of cup noodle advertising.

Best known for its sauces and heritage in Chinese cuisine, Lee Kum Kee’s new ‘Full Meal Bowl Noodles’ offer real ingredients, a non-fried noodle base, and the brand’s signature sauces, positioning it as a more complete alternative to typical cup noodles.

Grey Hong Kong led the launch campaign, overseeing product positioning, packaging, and messaging. Emphasising authenticity, the campaign was built around the Cantonese phrase [有真料], which translates to “the real deal” — a nod to both the product’s ingredients and the approach to its promotion.

Central to the campaign is a newsroom-style launch film, where fictional reporters inspect the noodles with a level of scrutiny more commonly associated with investigative journalism.

The campaign extended to out-of-home placements across the city, designed to resemble newspaper pages. These executions featured layered headlines and in-depth copy, inviting the public to engage with the brand’s story beyond a traditional ad format.

“Normally, cup noodles come with promises. This one comes with proof. We knew it had to launch with the same honesty and pride Lee Kum Kee puts into every product. In a world full of shortcuts, this felt like something worth talking about,” said Eric Lin, general manager at Lee Kum Kee, Hong Kong, Macau and Taiwan.

May Chan, group creative director at Grey Hong Kong, added, “This was more than just a campaign — it was a celebration of innovation. The idea of ‘the real deal’ kept surfacing. Not just in the ingredients but in the way the product demanded to be noticed.”

Singapore – Omnichannel network SPH Media has unveiled the largest high-definition LED screen in Singapore’s Central Business District (CBD). The screen, measuring approximately 98 square metres, aims to redefine digital out-of-home advertising.

The LED screen, located at the entrance of One Raffles Place, connects brands with a substantial number of viewers monthly. It offers clarity, colour depth and high brightness for visibility and engagement.

The display supports standard video ads, including digital posters, commercials and 3D content. Additionally, it also supports livestreams through Facebook and YouTube. 

Through SPH Media’s LED screen, brands can create immersive digital-physical experiences for product launches and activations.

Julie Wee, head of out-of-home media at SPH Media, said, “This mega LED screen is a high-definition canvas for bold creativity. We are excited to co-create campaigns that push boundaries and fully leverage the vibrancy of Raffles Place. The possibilities are endless, and we look forward to working closely with our partners and clients on integrated executions that combine on-ground activations with dynamic digital out-of-home content to better engage the CBD community.”

Trading firm IG Asia recently ran its ‘Trade More of Your World’ campaign on the screen. It has also been used to promote the Singapore Grand Prix’s Formula 1 Night Race and a screening of ‘The Little Mermaid.’

India – To help reunite families separated in the massive crowds of Maha Kumbh 2025, Asian Paints has launched a heartfelt initiative featuring two towering installations serving as lost-and-found landmarks.

Family separation is a common challenge at large gatherings like the Maha Kumbh. Authorities have introduced measures such as digital Khoya Paya centres and helpline services to address this. Supporting these efforts, Asian Paints collaborated with ashrams to install landmarks across key areas of the Mela for those seeking lost loved ones.

Called ‘Divine Intersections,’ the initiative includes two 30-foot structures resembling paint cans at Kinnar Akhada and Ramjanam Singh Seva Samiti Ashram. Featuring images of deities Shivji and Hanumanji, these landmarks are designed to be easily recognisable in the large crowds.

Additionally, the structures are fitted with LED screens that display real-time photos of missing individuals, helping transform moments of distress into hopeful reunions.

Asian Paints also collaborated with local authorities and volunteers to help reunite separated families. Missing persons’ details were collected and promptly uploaded, aiding the search efforts.

Commenting on the initiative, Amit Syngle, MD & CEO of Asian Paints, said, “The Maha Kumbh is not just a spiritual gathering; it is a powerful reminder of the bonds that unite us. At Asian Paints, our vision extends beyond products to making meaningful contributions to society. These installations symbolised hope, safety, and the belief that the togetherness of family is what truly matters. As a brand, our motto is to bring joy to people’s lives, and this initiative definitely brought a smile to faces when people reunited with their loved ones.”

India –KRBL, the Indian rice processing and exporting company, has teamed up with Laqshya Media Group to launch a new multicity out-of-home (OOH) campaign featuring 3D anamorphic installations to promote its India Gate Basmati Rice.

KRBL’s new campaign, launched across multiple metro and key cities, uses creative and technological elements like 3D anamorphic billboards, tear-effect hoardings, and large cutout installations to engage audiences and highlight the brand’s transformation.

Laqshya Media Group launched the campaign with teaser ads featuring the phrase “Phata Poster, Nikla Star,” sparking curiosity among commuters. These teasers were placed in high-traffic urban areas and key locations, building anticipation for India Gate’s brand transformation while reaching audiences in regional markets.

The campaign concluded with the reveal of the tagline “India’s Favourite Cooking Star in a New Avatar,” highlighting India Gate’s shift towards a more modern, consumer-focused identity while maintaining its heritage. The reveal aimed to show the brand’s transition from tradition to innovation.

Kamal Kant Kanaujia, DGM marketing at KRBL, shared, “The transformation and unveiling of India Gate’s new look called for a campaign that could captivate consumer attention, sparking intrigue and culminating in delight. Out-of-home (OOH) advertising was strategically chosen as a key element of the media mix, with an overnight transition from teaser to reveal—timed perfectly with the digital unveiling by Mr. Amitabh Bachchan. Our confidence in Laqshya was well-placed, as the campaign garnered widespread recognition and acclaim.” 

KRBL’s campaign featured several creative design elements, including 3D rice bag installations that appeared to break through hoarding frames and tear-effect visuals symbolising the brand’s transition. 

However, the campaign’s standout feature was the use of anamorphic 3D billboards in cities like Bengaluru and Delhi, creating optical illusions that made the products seem to leap off the screens. The OOH campaign was also supported by digital activations across platforms as part of KRBL’s broader brand refresh.

Speaking on the campaign, Kunal Sharma, head of marketing and business head – modern trade and ecommerce at India Gate Foods (KRBL), said, “Outdoor advertising was a key pillar of our brand refresh, and Laqshya’s expertise helped us deliver a campaign that made a lasting impact. The strategy of building intrigue through teasers and creating compelling reveals allowed us to craft a journey of discovery for consumers. Every element of this campaign was designed to reflect India Gate’s transformation while reinforcing our leadership in the basmati rice category. With the momentum we’ve built, we are confident in pushing our market share beyond 50% and strengthening connections with both loyal and new consumers.”

Amarjeet Hudda, COO of Laqshya Media Limited, added, “This campaign was more than just advertising—it was an immersive visual journey that brought India Gate’s transformation to life. We deeply appreciate KRBL’s trust in giving us this OOH mandate in the multi-agency pitch, which allowed us to push boundaries and craft a campaign that wasn’t just seen but truly experienced and appreciated by consumers. Through strategic execution and bold storytelling, we successfully delivered a message that resonates with consumers across generations.”

Singapore – Standard Chartered (the Bank) has launched its latest global wealth campaign, inspiring affluent clients to take charge of their financial ambitions and capitalise on opportunities to grow their wealth.

In collaboration with Publicis Groupe Hong Kong and Singapore, the ‘Now’s your time for wealth’ campaign showcases Standard Chartered’s global network, expertise, and wealth investment solutions.

The Bank’s campaign delivers a compelling message: “The cost of waiting could mean falling short of one’s wealth ambitions.” It highlights the Bank’s key differentiators—its global network, client continuum, and wealth expertise—designed to help affluent clients, including global Chinese, global Indians, entrepreneurs, and sophisticated investors, grow, protect, and pass on their wealth.

Samir Subberwal, global head of wealth solutions, deposits and mortgages, and chief client officer, said, “For over 170 years, Standard Chartered has been faithfully serving our clients in Asia, Africa, and the Middle East. Now’s the time to let our clients know that we are with them on their wealth journey. We are well positioned to continue showing them market opportunities and supporting their wealth ambitions with our diversified wealth product offering, a clear wealth advisory approach that is enabled by digital wealth capabilities, and our open architecture platform of differentiated and comprehensive wealth solutions tailored to their needs.” 

The global wealth campaign underscores Standard Chartered’s commitment to data-driven, personalised marketing for a more holistic client engagement. It also highlights the Bank’s goal to grow its affluent business, targeting USD 200 billion in affluent Net New Money and double-digit Wealth Solutions income by 2029.

The campaign will be showcased through a mix of out-of-home advertising at airports and city locations, print ads, film, and content partnerships with leading international, regional, and local media across seven key markets: Singapore, Hong Kong, Mainland China, Korea, Taiwan, the UAE, and India. 

Haymans Fung, global head of marketing for wealth and retail banking, said, “The genesis of our campaign is inspired by our clients and their wealth ambitions, now and in the future. We wanted to break away from the norms of speaking esoterically to the meaning of wealth planning and instead espouse a refreshingly human and direct tone that is in lockstep with the reality of our clients  needs and ambitions. We are excited to unveil our “Now’s your time for wealth” campaign across our network and let the power of the creatives tell the Standard Chartered story.”

Philippines – Finance company Skyro’s Flexi-Billboards were first installed in a Philippine province, meant primarily to be seen by people in Davao. Yet it soon captured the eyes of Filipinos nationwide over social media.

The billboards, as seen in a viral post on social media, appear flexible as they adjust around physical barriers such as electrical poles. This concept of advertising agency GIGIL complements Skyro’s offer of flexible loans, showing a witty side of the brand.

In an exclusive interview with MARKETECH APAC, Alvin Adriano, GIGIL’s new associate creative director, talks about how the creative billboards sprung from a simple concept and propelled Skyro’s message to unexpectedly more audiences. 

Resonating with audiences through clever yet simple execution

Big ideas can also be simple, as GIGIL and Skyro have proven in their collaboration. Alvin says simplicity has been at the core of developing the out-of-home (OOH) ads, from the brainstorming sessions to its execution.

“It all started with a strong foundational idea. The team developed the campaign tagline ‘Kami na mag-a-adjust’ or ‘We’ll adjust’, which is based on the brand benefit of Skyro Flexi Loans’ due dates and payment terms being adjustable. This provided us with multiple avenues to explore and play with,” Alvin said.

Building on the idea, Alvin shares how his team used Skyro’s intended message of being flexible in setting due dates as a springboard for its visuals.

“During brainstorming sessions, the team’s thought process was, ‘What are the day-to-day things we see in our surroundings that Skyro can adjust?’ From there, the team came up with multiple ideas and eventually narrowed it down to obstructions blocking billboards, a common occurrence in dense metro areas in the Philippines,” he explained.

The simple yet clever idea also proved to be an advantage in ensuring that Skyro’s target audience would seamlessly get the message.

“From the copy to the layout of the billboard, the team ensured it would be easily read and understood, removing any layers that could make our message confusing or difficult to comprehend,” he said.

Enhancing Skyro’s brand awareness

The purpose of all OOH campaigns is to reach a large number of audiences, but this number greatly increased for GIGIL and Skyro once the billboards transcended from the physical to the digital realm.

“Shortly after we put up the billboard, it caught the attention of a local Davaoeño, who took a photo of it and shared it on Facebook, where it quickly went viral,” Alvin said.

“Originally targeting Davaoeños, the campaign has now expanded its reach across the country. Now, Filipinos nationwide are aware of Skyro and their adjustable loan offerings,” he added.

However, GIGIL also picked up insights to improve on in the next campaign, based on the audiences’ response to viral social media posts.

“The team also learned that there are still Filipinos who are hesitant to avail themselves of a loan despite Skyro’s compelling and flexible offerings. The stigma surrounding loans could be something the brand can address in the next campaign,” he said.

In concluding the interview, Alvin leaves a message to other creatives in the industry looking to incorporate unique concepts in their ads.

“It’s important for the idea to be entertaining at its core, capturing people’s attention with the aim of having the material resonate with them and hopefully spark positive conversations. Additionally, they should also expose themselves to a variety of ads, using this as an inspiration to craft something truly unique and original—an ad that stands apart from anything that’s been done before,” he said.

With the campaign being able to connect with audiences in a remarkable way, GIGIL and Skyro’s collaboration serves as a reminder for marketers to explore new ways to send marketing messages, demonstrating the art and power of simplicity.

Hong Kong – The Hong Kong Tourism Board (HKTB), in partnership with Grey Hong Kong, Hongkong Post, and Carat Hong Kong, has infused WinterFest with a vibrant twist, transforming everyday icons into festive delights that aim to spread joy across the city.

Winter in Hong Kong has long been marked by dazzling lights, stunning skylines, and festive decor. This year, fresh excitement fills the air as ordinary sights are transformed into joyful surprises.

Rick Kwan, executive creative director of Grey Hong Kong, said, “Winter is a time for joy and connection, and WinterFest is about bringing a new kind of surprise to the traditional holiday season. We wanted to capture the beauty of Hong Kong’s traditions while showing how even everyday sights, like mailboxes and trams, can spark wonder when reimagined.”

This year, WinterFest takes a fresh approach as HKTB gives iconic city sights a festive makeover. Hongkong Post’s mailboxes transform into ‘Postmas Trees,’ while the tram’s signature ‘ding-ding’ becomes a joyful jingle. Even classic postcards, enhanced with festive filters, offer a new perspective on Hong Kong’s dazzling lights and winter magic.

“We wanted to bring out the unique charm of Hong Kong and spread festive joy around town through WinterFest. And thanks to the first-ever collaboration with Hongkong Post, we could weave festive delights throughout the city’s iconic staples, celebrating Hong Kong’s creativity and making it extra cheerful this season,” said Samantha Fan, general manager for marketing at Hong Kong Tourism Board.

Polly Ip, business director at Carat Hong Kong, added, “We are excited to collaborate again with the Hong Kong Tourism Board and Grey to create an authentic festive vibe unique to Hong Kong. With insights indicating that over 60% of travellers prefer to share enjoyable live experiences during the holiday season, our goal is to offer visitors an unforgettable experience. By illuminating the city and showcasing our distinctive festive charm, we aim to create lasting value for all in this joyful season.”

Singapore – Stellar Ace, an out-of-home (OOH) advertising company and business arm of SMRT, has introduced a new advertising format on pedestrian overhead bridges.

Called the ‘SkyWalk’, Stellar Ace’s new OOH format enables advertisers to engage with motorists and commuters. The panels can accommodate advertisements up to 10 metres in length and 1.5 meters in height.

The SkyWalk builds on the company’s large OOH formats, including the ‘SubWalk,’ which can be found in underpasses, and ‘LinkWalk,’ which is in covered linkways.

The large-format advertising panels aim to provide advertisers with wider reach, leveraging geographic targeting to engage local communities. With its presence in the public transport system, Stellar Ace allows advertisers to reach commuters, drivers, and pedestrians.

Financial services group OCBC has become the first to take on the SkyWalk panel, using it to promote its Seagrass Restoration Project.

Koh Ching Ching, head of group brand & communications at OCBC, commented, “It is exciting to be the first advertiser in Singapore to dive into showcasing the OCBC Seagrass Restoration Project on pedestrian overhead bridges. We chose the bridges in locations such as Queenstown and Tampines for its high-traffic and prominent locations. Such larger-than-life billboards works for us because of the campaign’s visually-impactful image of a mermaid under the sea with a dugong among a lush seagrass meadow.”

“The platform is a powerful medium to capture the attention of passerbys and motorists about the importance of restoring depleting seagrass for climate action. Many think little or even nothing about seagrass. Kudos to Stellar Ace for the innovative idea to utilise these overhead bridges,” Koh added.

“The importance of this environmental campaign on Singapore’s seagrass conservation and restoration efforts is critical to marine biodiversity. Innovative OOH advertising solutions such as ‘SkyWalk’ allows OCBC to reach the right people in an efficient, cost-effective, eye-catching way,” Tony Heng, managing director of Stellar Ace and president of Stellar Lifestyle, said.

“Stellar Ace continues to innovate and expand its omni-channel OOH network and high frequency touchpoints to support advertisers’ demand for effective means of amplifying their campaign messages to the right audience in an impactful and compelling way. The large-format panels are all designed with that objective in mind,” Tjhin Poi Chung, deputy managing director of Stellar Ace, commented.