Tag: OOH

Singapore – The Singaporean Thomson-East Coast Line (TEL) has reached its fourth stage, marking a pivotal moment for TEL’s role as a ‘National Gateway’ and aiming to set a new standard in the transit advertising landscape.

To contribute to the success of the opening, Etiqa Insurance Singapore added a station dominance concept to give a distinct feel to the station, with an interactive game by adtech company Asiaray to engage commuters.

Etiqa’s concept addition all throughout the station
Asiaray’s digital game integration

For Etiqa’s station dominance concept, the insurance provider collaborated with their media agency, Hearts & Science Singapore as part of their latest brand campaign, ‘With You for the Ride.’

The concept includes extensive designs on the glass lift panels, stair risers featuring floor stickers, and 76 panels of platform screen doors. This thoughtful approach ensures that Etiqa Insurance Singapore’s presence supports commuters at every step, enriching their journey with meaningful engagement.

At the concourse level, Etiqa Insurance Singapore worked closely with Asiaray’s ad tech team in Hong Kong to develop an interactive game on an expansive 86-inch digital screen. Commuters can participate by scanning a QR code with their mobile phones, immersing themselves in dynamic digital quests and opportunities to win exciting prizes.

Talking about this integration, Shirley Tan, chief marketing officer at Etiqa Insurance Singapore, highlights, “The ‘With You for the Ride’ campaign showcases Etiqa Insurance Singapore’s dedication to humanising insurance and making it relatable to the aspirations and dreams of Singaporeans. Our ongoing campaign at Marine Parade station invites all Singaporeans to embark on life’s journey together with Etiqa Insurance Singapore as your trusted partner, transforming life’s uncertainties into enriching experiences.”

Meanwhile, Vincent Lam, chairman and executive director at Asiaray Media Group Limited, commented, “We are thrilled to partner with Etiqa Insurance Singapore. Their involvement in the launch of Stage 4 of the TEL underscores the strategic effectiveness of our advertising solutions. Our joint efforts not only enhance brand visibility but also create a lasting connection with the commuting community.”

Bangkok, Thailand – Beauty brand L’Oreal Thailand has launched its newest UVD invisible serum, accompanied with a digital and OOH campaign by McCann Worldgroup Thailand agencies, McCann, MRM And CRAFT.

The OOH campaign is running from March to April in the Em District in Bangkok and across the BTS Skytrain, complementing an on-the-ground activation in the Em District, hosted by L’Oreal.

Additionally, there is also content for street pylons and additional digital videos for social media.

Talking about this campaign, Elvire D’Ussel, L’Oreal Paris skincare brand business leader for L’Oreal Thailand, said, “Together with McCann Worldgroup, we achieved the creation of the first full O+O campaign on L’Oreal Paris UV Defender Invisible Serum, setting new standards of activation with the first global and local beauty squad, the first OOH experience at the new premium shopping destination, Emsphere, and the first OOH 3D content among L’Oreal’s cosmetic brands.

We created locally relevant awareness and consideration content, bridging offline and online together. This campaign is as golden as our partnership with McCann Worldgroup, thank you for making this possible”, she added.

Meanwhile, Romain Lorilloux, regional creative director, L’Oreal, McCann Worldgroup Thailand, commented, “Through collaborations between McCann, CRAFT and MRM, L’Oreal Paris UV Defender’s digital activation campaign is an exciting yet challenging project, with great opportunity to prove our McCann Worldgroup network’s capabilities.”

“With our close partnership with the L’Oreal Paris team, we created the high quality assets and campaign within a critical timeline to generate the first-time ever experience across the consumers’ journey from O2O2O. It is our absolute pleasure to be part of this success”, he added.

Singapore – Bakery supply store RedMan, a part of Phoon Huat Pte Ltd, has teamed up with creative agency The Secret Little Agency for its newest ‘#JustBakeIt’ campaign that encourages Singaporeans to consider baked goods as the ultimate gift for anyone.

The campaign aims to encourage Singaporeans to #JustBakeIt, embracing the warmth and sincerity of baked goods not just as gifts but also as a means to foster deeper connections and authenticity with every bite.

Featuring a series of witty, cheeky, and provocative key visuals, the campaign playfully parodies the visual language of famous luxury, tech, and electronic appliance brands. Utilising the OOH platform, the key visuals are strategically placed along the bustling Orchard Road to catch the crowd that’s going holiday shopping in the iconic shopping district.

RedMan’s campaign is also available on social media and digital, all designed to make Singaporeans think twice about the value of a gift and to stray away from insincere consumerism.

Additionally, shoppers will also have the chance to spot ‘@RedManWithSign’ at iconic spots along Orchard Road. Based on the global social personality ‘@DudeWithSign’, RedManWithSign will share truth bombs on gifting to encourage shoppers to bake and give the gift of thoughtfulness instead.

As part of the campaign, RedMan will also offer baking classes and baking kits at its stores to empower shoppers to create their own ultimate thoughtful gift for the holiday season. Meanwhile, shoppers who can snap a photo of @RedManWithSign will enjoy a discount at RedMan stores with their baking purchases.

The campaign is part of Phoon Huat’s larger strategy of positioning baking as a quintessential Singaporean pastime.

Swapnil Shah, head of omnichannel at Phoon Huat Pte Ltd, said, “Collaborating hand in hand with The Secret Little Agency sparked a beautiful idea to redefine the essence of giving this Christmas season. Baking becomes a magical act of love, a heartfelt endeavour to spread joy through delightful creations. Delving into the kitchen to craft something from the heart is more than a gesture—it’s a display of genuine care, capable of expressing a myriad of emotions. With this campaign, our aim is to ignite a spark in others, encouraging them to partake in the timeless tradition of crafting handmade bakes as the ultimate personal gift for everyone.”

Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, also shared, “We live in an age of mindless consumerism, and we wanted to convey the spirit of the campaign in a playful way that is thought-provoking in order to get Singaporeans to rethink their purchasing choices. Ads after ads after ads are created this season, telling people to buy more—we wanted to flip this narrative on its head whilst emulating some iconic brand ads to challenge the collective obsession with shopping and bring back the heartfelt gesture of baking.”

UAE – Location Media Xchange (LMX), the enterprise software provider for out-of-home (OOH) media owners, has announced its partnership with UAE-based digital-out-of-home (DOOH) advertising company BackLite Media to offer advertisers access to a more expanded inventory.

Through this collaboration, advertisers can leverage BackLite Media’s comprehensive DOOH inventory while also capitalising on the benefits of programmatic buying and the streamlined workflow integration of LMX.

BackLite Media offers premium DOOH media opportunities across a wide range of settings in Dubai and Abu Dhabi, including bustling highways like Sheikh Zayed Road and upscale malls and destinations.

LMX will seamlessly connect its supply-side platform (SSP) into BackLite Media’s dynamic DOOH inventory to give advertisers streamlined access to an extensive audience across the UAE.

With the integration of both platforms, advertisers can now seamlessly tap into this extensive inventory through their DSPs with a variety of programmatic buying options, including open auction, programmatic guaranteed, and private marketplace deals.

BackLite Media and Moving Walls herald a new chapter in programmatic OOH media evolution in the UAE. As the partnership gains momentum, it stands poised to contribute to the continued evolution of programmatic advertising in the UAE market.

Sean Gadsby, head of programmatic at BackLite Media, said, “This new partnership has further opened up our Programmatic inventory to the rest of the world. With over 200+ screens available in our Programmatic network and more significant expansion planned for 2024, it is the ideal time to partner with Moving Walls. Moving Walls has a depth of experience in the Programmatic DOOH space, and we look forward to working closely with them to develop the market here in the UAE.”

He added, “I have met with Srikanth and the wider team at multiple industry gatherings across the globe, and we are delighted to finally make our partnership official. The future looks bright for Programmatic DOOH in our region.”

Commenting on the partnership, Srikanth Ramachandran, founder and group CEO at Moving Walls, also shared, “BackLite is well known as one of the most premium DOOH providers not just in the region but globally. This partnership makes it easier for global and regional advertisers to advertise on some of their iconic media assets in the UAE.”  

Singapore – Science Centre Singapore has publicly launched ‘Scream Challenge: Who can scream the loudest? ‘project that invites people to test their vocal prowess while discovering captivating scientific trivia.

The quirky challenge features an immersive screen device where interested passersby must scream the word ‘WATT’ in a microphone for a minimum of five seconds. The names of the top 10 contenders will be displayed on the screen’s leaderboard to commemorate their sonic triumph.

Aside from unleashing their vocal powers, the immersive scream challenge also provides a one-of-a-kind educational experience that marries the thrill of discovery with captivating scientific insights to pique curious minds.

Once the participant finishes the scream challenge, the screen will display fascinating scientific facts about sound and energy. Each of these facts is linked to the centre’s dynamic exhibits, encouraging them to visit the main exhibit.

Science Centre Singapore seeks to inspire people to explore the wonders of science, technology, engineering, and mathematics (STEM) by combining fun activities with educational content.

The scream challenge is part of the campaign to promote Science Centre Singapore’s upcoming UNTAME Festival. The campaign also introduced the adorable STEMling mascot, Watt.

Those who participated in the scream challenge will have the chance to receive discount promo codes that can be used when they attend the UNTAME Festival.

Science Centre Singapore’s immersive scream challenge was first launched at the Orchard bus stop. It will soon make its way to the Paya Lebar bus stop, adjacent to Paya Lebar Station Exit B, to have more people experience the fun of learning science.

Singapore – Global outdoor advertising enterprise software provider Moving Walls has announced the launch of its environmental, social, and corporate governance initiative called ‘Moving Hearts’. This initiative aims to connect charities and community organisations to last minute OOH media inventory in an automated manner.

According to Moving Walls, ‘Moving Hearts’ seeks to break through with the power of out-of-home media to spotlight social and humanitarian causes. Often, charitable organizations face difficulties in gaining visibility, while owners of OOH media have unused inventory that could be leveraged to create a lasting impact. 

This initiative presents a mutually beneficial opportunity for all parties involved, allowing philanthropic campaigns to flourish and reach a wider audience.

‘Moving Hearts’ uses Moving Walls’ advanced technology to automate the matching of registered charities to last minute DOOH inventory and also the DOOH content serving.To begin, causes are recruited on the Moving Hearts website and are validated individually. Participating publishers then have the discretion to select the causes they support. 

Srikanth Ramachandran, group CEO of Moving Walls, said, “Moving Hearts enables access to the widest reaching media channel to those who need exposure the most. With Moving Hearts, we bring social sustainability to the forefront of our work in the DOOH ecosystem.”

He added, “Moving Hearts has been consistently achieving the goal of reaching 100,000 hearts (impressions) for every CSR campaign it has amplified. We look forward to working with all our media partners to reach a billion hearts.”

Malaysia – International travel and lifestyle brand TUMI has officially debuted its first 3D out-of-home (OOH) advertisement in a new campaign to showcase its hardside luggage, TEGRA-LITE.

In this new campaign, TUMI leverages the 3D anamorphic billboard technique to manipulate the perspective of audiences and create the illusion of a three-dimensional image on a two-dimensional surface.

Using the 3D billboard, the brand runs its 30-second advertisement featuring the components of its expandable carry-on, TEGRA-LITE. The ad shows the components of the product coming together mid-air before colliding with the surrounding walls and leaving it completely destroyed.

The innovative advertisement aims to display the strength and impact the material of the hardside luggage can create, which gives it durability and toughness. It showcases the high standards TUMI has placed in their product design for travel as it uses Tegris®, which is also used for lifesaving armour and protective sports gear.

Furthermore, the 3D advertisement also aims to ignite the TUMI brand in the region while reinforcing its performance luxury roots.

The advertisement will run in seven prime locations in Asia-Pacific and the Middle East, with the first one launched in Malaysia, followed by Indonesia, the Philippines, Korea, Japan, and Dubai as the brand works to engage all their customers through the creativity of their new campaign.

Jill Krizelman, SVP for global marketing and e-commerce at TUMI, said, “At TUMI, we are always looking to innovate and disrupt how we reach consumers. We’re thrilled to bring our much-loved TEGRA-LITE® luggage to our first 3D out-of-home ad, which demonstrates the strength and resilience of this high-performance collection featuring the ground-breaking Tegris® technology.”

India – Outdoor advertising company Times Innovative Media Ltd. (Times OOH) has announced its successful acquisition of exclusive advertising rights for Chennai International Airport across all the terminals.

The contract will run for seven years and marks a significant milestone for Times OOH’s growth journey. This strategic addition reinforces the company’s commitment to providing a metro airport network that covers all regions of India.

Times OOH’s contract includes exclusive rights for all of the airport’s four terminals. It would include an inventory offering covering multi-media options both inside and outside each terminal.

Chennai International Airport is among India’s busiest airports, handling over 18 million passengers every year. It serves as a hub for a diverse and captive audience base, from business travellers to tourists and locals.

With this advertising partnership, Times OOH can offer brands a remarkable platform to connect with and engage with their target market. This is in line with the company’s commitment to providing world-class quality in media assets at the airport.

The contract acquisition underscores Times OOH’s long-term vision of delivering high-impact advertising solutions that captivate and influence audiences within the airport premises. It will also strengthen their position and reputation in the airport advertising space.

Shekhar Narayanaswami, president at Times OOH, shared, “We are thrilled to embark on this journey of strategic collaboration with Chennai International Airport. It paves the way for innovative, engaging, and memorable campaigns that connect brands with their target audience. It represents a significant transformation in the airport advertising landscape, and we are committed to establishing new benchmarks in this field.”

Singapore – Etiqa Insurance has officially unveiled its first 3D interactive installation as part of its latest ‘With You for the Ride’ campaign that encourages Singaporeans to explore life’s uncharted possibilities.

The out-of-home (OOH) installation is strategically positioned at the Dhoby Ghaut MRT B3 transit hall (near Exit D). The installation emphasises the goal of having Singaporeans embrace life’s unexpected journeys with Etiqa as their trusted companion.

Through the new 3D interactive installation, Etiqa underscores its dedication to being ‘With You for the Ride’, adding a human touch to the concept of insurance and aiming to ignite the spirit of adventure among Singaporeans.

The installation represents just one facet of the insurance provider’s comprehensive, multi-channel campaign. Etiqa has teased months prior, on the launch of their ‘With You for the Ride’ campaign in August, that they are planning to release a series of initiatives across a 360-degree campaign mix spanning both online and offline channels.

Etiqa is also spearheading a social media contest as part of the new campaign. The insurance provider is inviting the public to join by snapping a picture of themselves having fun with the installation and posting it on social media. Winners will get one of the 100 exclusive sets of Etiqa Insurance Singapore macarons.

Previously, Etiqa released a digital film that touches on the dreams and aspirations of Singaporeans, inspiring them to embrace the excitement of unexpected journeys.

Shirley Tan, chief marketing officer at Etiqa Insurance Singapore, said, “In a world full of uncertainties, Etiqa Insurance Singapore is more than just an insurance provider; we are ‘With Singaporeans for the Ride.’ Our new out-of-home installation at Dhoby Ghaut, the first of many exciting activities under our new brand campaign, serves as an invitation to all Singaporeans to embark on a journey of possibility with Etiqa Insurance Singapore as their trusted companion. We believe that together, we can transform life’s unexpected journey into one filled with excitement, further empowered by the security of knowing we have got you covered.”

Morocco – Locations Media Xchange (LMX), an enterprise software provider for out-of-home (OOH) media owners, has announced a partnership with FC Media to launch measurement and booking automation across all their inventory.

This partnership will enhance FC Media’s ability to access validated data, enabling them to build value for their clients and grow OOH budgets while attracting digital buyers, as well as facilitate the creation of an “always on” e-commerce-like platform for sales and programmatic advertising.

FC Media’s expertise in OOH display, coupled with LMX’s software solutions, seeks to empower FC Media to further organise their operations and elevate their offerings.

Srikanth Ramachandran, founder and group CEO at Moving Walls, said, “We take pride in our collaboration with FC Media, where we’ve successfully deployed their data-driven self-serve solutions, delivering substantial benefits to advertisers across Morocco and North Africa.”

Meanwhile, Saad Bencharef, director of data and digital transformation at FC Media, commented, “This partnership provides us with cutting-edge audience measurement solutions that bring unprecedented insights to our advertising campaigns. In the pipeline, we have an exciting e-commerce website that’s set to revolutionise the way we connect with our audience!”

Additionally, FC Media will be launching an event  tailored for their esteemed customers, where Ramachandran will be sharing his knowledge on OOH media as part of the partnership, offering valuable insights to media buyers and agencies in Morocco.