Tag: outdoor activation

India –Flipkart partnered with integrated advertising agency SW Network to launch an eye-catching experiential campaign at New Delhi’s Nexus Select Citywalk mall, showcasing the Motorola Edge 60’s built-in stylus through a live, large-scale doodle activation.

As part of the campaign, the courtyard at Nexus Select Citywalk was transformed into a large-scale live canvas, where artists used a giant stylus installation to create real-time doodles—demonstrating the stylus’s function beyond the confines of a screen.

With the mall being one of the busiest in the country, the activation naturally drew attention. Shoppers paused to watch the unfolding artwork, took photos and videos, and shared their reactions online, allowing the campaign to gain traction beyond the physical space and generate organic visibility across digital platforms.

The activation was also supported by a follow-up newspaper jacket, encouraging readers to engage with the stylus feature themselves and extending the campaign’s presence across traditional media.

Raghav Bagai, co-founder at SW Network, commented, “We believe creative ideas should solve real business needs. In this case, highlighting the stylus, quite literally, made the brand stand out and got people to sit up and take notice of an otherwise cluttered category. Mission accomplished.”

Shubham Chawla, director – Youthbeat at SW Network, added, “What looked like a simple doodle on the floor was actually the result of 12 hours of relentless effort and planning. But that’s the thing with good ideas; they often appear effortless, but making them real takes a whole lot of hard work behind the scenes.”

India – Tanishq, the jewellery brand from the House of Tata, has unveiled the industry’s first large-scale outdoor holo-projection at Mumbai’s Bandra Bandstand, marking the launch of its new collection — ‘Kundan Stories’.

Brought to life by Laqshya Media Group and Inventech, the installation stands 40 feet tall and uses holo-projection technology to create an open-air visual showcase. Designs from the Kundan Stories collection — including meenakari, takkar work, and stone inlay craftsmanship — appeared suspended mid-air, rendered through choreographed 3D light.

Held over two days from April 23 to 24, the activation offered visitors a rare convergence of traditional artistry and advanced projection technology. Beyond unveiling its latest collection, Tanishq introduced a new format of jewellery storytelling that blends scale, craftsmanship, and immersive media.

Commenting on the launch, Amarjeet Hudda, COO of Laqshya Media Ltd, said, “This was a chance to do something the industry had never attempted before. Tanishq gave us a full creative room, and the result is something that goes beyond regular brand launches. It’s storytelling in mid-air. For us at Laqshya, it’s a proud milestone in blending tech, media, and emotion.”

“The activation uses Holo Mesh Projection Technology, where a translucent mesh acts as a nearly invisible canvas for high-powered light mapping. Suspended in open space, it creates a surreal illusion where each design detail — from ghungroos to flowing filigree — appears to hover and move. The visuals were set to a specially composed sound design, turning the skyline into a moving story of craftsmanship and beauty. Every element was custom-built to perform in outdoor conditions, making it a true feat of execution,” added Sommnath Sengupta, CEO of Inventech.

Tanishq’s Kundan Stories collection, launched ahead of Akshaya Tritiya and the wedding season, features designs based on traditional techniques such as takkar ka kaam, talaf, wire and pearl bunching, and die-stamping. Each piece requires more than 200 hours of craftsmanship, combining heritage methods with contemporary design.

Pelki Tshering, chief marketing officer at Tanishq, said, “At Tanishq, every piece of jewellery is a story—shaped by the hands of our karigars and inspired by the Tanishq woman. This season of new beginnings, our Kundan Stories collection brings heritage and modern elegance together, celebrating craft from the beauty of takkar ka kaam to the delicate lace of filigree. And now, we bring these stories to life with India’s tallest Holo stand—an immersive, one-of-a-kind tribute to intricacy, craft, and the jewellery that adorns the modern Indian woman.”

London – Spotify has launched a new global marketing campaign that pays tribute to the vibrant traditions and distinct cultures of music fandoms around the world, spotlighting the millions of passionate listeners who power the platform.

Brought to life through striking film photography, the campaign serves as a visual tribute to fan culture, spotlighting the spirit and identity of seven major global fandoms, including those of Chappell Roan, Doechii, Oasis, Olivia Rodrigo, ROSALÍA, SEVENTEEN, and Turnstile.

The initiative seeks to honour fans worldwide by highlighting the distinct symbols and traditions that define each community—from the pink cowboy hats of Chappell Roan supporters to the iconic recreation of Olivia Rodrigo’s debut album cover and the uniform mod haircuts embraced by Oasis enthusiasts. Through this campaign, Spotify casts a spotlight on the passion and loyalty that fuel these vibrant fan bases.

Marc Hazan, VP of partnerships and marketing at Spotify, explained, “At Spotify, connecting artists and fans is fundamental to what we do, and this campaign puts that into action. We’re fans too, so we understand the passion and unique identities that make these fandoms so special.”

“From the Pink Pony Club’s distinct energy to the iconic style of ’90s U.K. fashion, we wanted these visuals to really resonate. We want fans to see their communities reflected and feel that connection with the artists they love,” Hazan added. 

As part of the campaign, Spotify is rolling out a 360-degree activation across key UK cities, including London, Manchester, and Birmingham. The initiative features high-visibility out-of-home (OOH) placements, such as a takeover at 1 Quaker Street in Shoreditch beginning April 21, and advertising across the London Underground. Additional OOH installations will go live from April 14 at Albion Street East in Manchester City Centre and Lichfield Road near Aston Station in Birmingham.

China – In a move that challenges long-held retail display norms, Harbin Beer has launched a campaign that places its products at the back of store refrigerators—typically the least visible and least favourable shelf space.

The campaign, developed in collaboration with BBDO China, is based on research showing that consumers often reach toward the back of fridges in search of colder drinks. Capitalising on this behaviour, Harbin Beer introduced the “Back Rack Hack”, a strategy that prioritises temperature over visibility to drive purchase decisions.

To support the shift, the brand rolled out a custom refrigerator rack designed to address the practical issues of back placement, such as limited accessibility and low visibility. The rack features a raised structure inspired by Harbin Beer’s ice mountain logo, along with a spring-loaded mechanism that automatically pushes the next beer forward as one is taken. Versions were created to accommodate both left- and right-opening fridges, allowing for easy installation across different store formats.

The system was provided to shop owners at no cost, with the only requirement being that Harbin Beer be placed at the back. The campaign is currently being implemented in shops across southern China.

To support scalability and maximise impact, the campaign was reinforced through multiple touchpoints at the retail level. Fridge exteriors were branded with bold visuals to signal that the coldest beer could be found inside, while in-store posters and signage carried the message, “It’s Cooler at the Back,” to guide consumer behaviour.

Additionally, on-site activations encouraged shoppers to test the temperature difference themselves, sparking curiosity and generating word-of-mouth across local communities.

The campaign combined design thinking, behavioural insight, and shopper psychology to challenge conventional fridge placement. Despite zero media spend, the initiative succeeded in influencing both consumer behaviour and business performance.

Stores participating in the campaign saw a significant increase in Harbin Beer sales from the previous month. Foot traffic near the branded fridges also rose, while post-campaign surveys suggested a shift in consumer perception, with more respondents linking the brand to colder beer.

“The Back Rack Hack isn’t just about product placement—it’s about rethinking how design shapes consumer behaviour. By leveraging real shopper insights and intuitive design, we transformed an overlooked fridge space into a key touchpoint for engagement,” said Arthur Tsang, CCO at BBDO Greater China. 

“This shift reflects a larger trend in retail—where functionality and experience matter just as much as visibility. In beer sales, cold isn’t just a preference—it’s the deciding factor,” he added. 

Thailand – With Songkran celebrations set to begin, Pernod Ricard, the producer of premium international wine and spirits, is bringing back its ‘Drink More Water’ campaign in Bangkok for a second year, as part of efforts to promote moderation and reduce binge drinking during the holiday.

The ‘Drink More Water’ campaign, part of Pernod Ricard’s global sustainability and responsibility strategy, was first launched in 2021 and expanded to nine Asia-Pacific markets in 2023. It has since reached over 600 million people online and more than 23 million in person across 61 markets.

This year’s campaign introduces a more playful and culturally relevant approach, taking cues from Asia’s fondness for shaved ice and street-side refreshments—popular ways to stay cool during the festive heat.

For its second year, the campaign introduces vibrant hydration stations that offer festivalgoers a refreshing break amid the city’s Songkran festivities.

For the first time, these stations are designed to resemble local bus stops and will be set up at three key locations in Bangkok: Silom Complex, Siam CentralWorld, and Donki Thonglor. Each station will provide complimentary popsicles and water bottles to help people cool down and recharge.

Designed with bright, festive visuals, the stations also double as photo spots. Brand ambassadors will be present to encourage hydration, promote responsible drinking, and help festivalgoers pace themselves for a safer celebration.

“Songkran is Thailand’s most beloved holiday, a time to celebrate with friends and family. At Pernod Ricard, we’re dedicated to helping consumers make mindful choices about when, how, and how much to drink during this festive season,” said Patrick Castanier, managing director at Pernod Ricard Thailand. 

“This year, we’re reimagining hydration in new and exciting ways, encouraging everyone to stay mindful of their hydration, pace themselves, and ensure the joy of Songkran lasts beyond the celebrations,” he added.

The Drink More Water campaign will run from April 12 to 15 at various hydration stations across Bangkok. Festivalgoers can receive a complimentary popsicle by following @drinkmore.water.rp on Instagram, taking a photo at one of the stations, and sharing it publicly via Story, Reel, or Post. Proof of following and posting is required for redemption.

As part of its broader responsible drinking efforts, Pernod Ricard has also introduced digital labels on more than half a billion bottles across 166 markets, providing consumers with information to support mindful alcohol consumption. The company maintains that genuine conviviality is incompatible with excess and encourages those celebrating Songkran to prioritise moderation and make responsible choices.

Hong Kong – Sunkist has teamed up with Edelman Hong Kong to redefine the morning after, unveiling ‘The Sunkist Next Morning Bar’—an energetic daytime hotspot in the heart of Hong Kong’s bustling party scene designed to help locals recover and recharge.

The Sunkist Next Morning Bar is a daytime spot that mirrors the lively atmosphere of regular bars but swaps alcohol for citrus-based mocktails, making the morning feel as vibrant as a night out. The bar features an oversized Sunkist crate overflowing with large oranges, along with a mocktail station and DJ booth for visitors to relax and unwind.

The menu, crafted by award-winning mixologist Antonio Lai, offers refreshing drinks like the Citrus Redemption, Unguilty Pleasure, and Morning Mercy Shot—each made with freshly squeezed Sunkist Navel oranges and lemons.

“The insight was simple: the feel-good feeling that comes from drinking fresh citrus is enough to mask anything that happened the night before. So, we created an experience that turns a regrettable moment into something celebratory, social, and fun. The Sunkist Next Morning Bar is a disruptive but fun way to show how Sunkist citrus is exactly what you need the morning after the night before,” said John Koay, executive creative director at Edelman.

The activation took place at Central Market from March 28 to April 2, offering early risers a chance to rejuvenate with refreshing drinks and feel-good tunes by DJ Sinke as the sun rose. This bar is part of a larger brand campaign aimed at reclaiming the morning as a time for revitalisation, powered by fresh Sunkist citrus.

More than just a temporary event, The Next Morning Bar seeks to integrate citrus into daily routines, making it a staple of personal wellness and social moments. To extend the experience, all mocktail recipes are available on the Sunkist Hong Kong website, providing a way for those recovering from a late night to feel better, no matter the time of day.

Cassie Howard, senior director of category management and marketing at Sunkist, shared, “With the Sunkist Next Morning Bar, we wanted to break away from the traditional mould of citrus marketing and create an experience that feels culturally relevant, unexpected, and fun. Hong Kong has such a dynamic nightlife scene, so we saw an opportunity to bring that same energy to the morning, using our citrus as the key to helping Hong Kongers feel good again—regardless of what happened last night.”

Hong Kong – Delivering on their promise of ‘Deliciousness without the Wait’, Pizza Hut Hong Kong has unveiled a comical new pop-up store to urge diners to skip the long queues of the city’s lunch rush.

Conceptualised by Edelman Hong Kong, the ‘Pop-Up Pizza Hut’ plays on the concept of a “pop-up” in both name and function. The activation features a giant pizza box that unfolds into a temporary store, appearing in the middle of Hong Kong’s busy lunch queues to serve diners on the go.

The activation also moves between Hong Kong’s busiest lunch spots, surprising restaurant managers and waiting diners with the message, “What are you waiting for? ”. Once the pizzas sell out, the mobile store relocates to another high-traffic area with a fresh supply.

Amy Cheng, creative director at Edelman, shared, “When Pizza Hut came calling to revive awareness of their lunch menu, we knew we had to find a disruptive way to differentiate the brand – and that’s exactly what we’ve done.” 

“Lunch breaks are always mayhem, and for some reason, queues have become an accepted feature of Hong Kong lunch culture. It’s a behaviour no one has ever questioned or made a point of, so it was the perfect opportunity to do something unexpected and get the brand noticed and remembered,” Cheng added. 

The Pop-Up Pizza Hut, designed as a humorous and unconventional activation, debuted on April 1st—a day when brands often engage in playful marketing stunts. Beyond highlighting the Meal-for-One menu, it also served as a platform to announce the brand’s light-hearted three-day promotion of the controversial ‘Superb Pineapple’ pizza.

Following its initial launch, the initiative is expected to continue appearing across the city, targeting busy lunch crowds and other high-traffic areas where time-conscious diners gather.

“Pizza Hut always has a presence at live events in Hong Kong – and live events always have people lining up for food and drinks. So, along with the daily lunch rush, we will keep finding times and places for the Pop-Up Pizza Hut to give people ‘deliciousness without the wait’,” Cheng said. 

Renee Chan, customer experience and marketing director of Pizza Hut HK, commented, “With only a 1-hour lunch break, what are you waiting for? ’… It’s the question no one seems to ask themselves, but it resonates with everyone. QSR in Hong Kong is very competitive, and we need to use what we can to our advantage – without terrorising the competition too much. This insight and idea really show our personality and playful side and, most importantly, highlight one of the many ways Pizza Hut always delivers.”

India – Eveready Industries India Ltd., in partnership with Times OOH, has unveiled a high-impact airport advertising campaign for its latest innovation, Eveready Ultima batteries, aiming to maximise visibility and brand recall at Kolkata Airport.

Named ‘Ultima: Ultimate Power, Non-Stop Action,’ the month-long campaign seeks to enhance brand visibility across Kolkata Airport’s Domestic Departures and Arrivals, ensuring strong recall among travellers.

Executed in collaboration with Times OOH, the campaign incorporates a combination of digital and static media to engage passengers at key touchpoints within Kolkata Airport. Digital placements include high-street domestic screens, digital arcade videowalls, Neo-Digital Charging Network screens, and Touchdown digital screens. In addition, static media elements such as the Discover package feature three large-scale displays to enhance visibility.

The campaign highlights Eveready Ultima’s extended battery life, with the theme ‘Ultimate Power, Non-Stop Action.’ A key visual features a youngster racing a battery-operated car, illustrating the product’s durability.

Positioned in high-traffic areas of Kolkata Airport, the campaign aims to engage a diverse audience, including frequent travelers, families, and business professionals. Bold visuals in Eveready’s signature red are also strategically placed across key locations to enhance visibility.

Anirban Banerjee, senior vice president and SBU head (Batteries and Flashlights) at Eveready Industries India, commented, “With Eveready Ultima, from India’s No. 1 battery brand, we set out to dominate Kolkata Airport with bold visuals in the iconic Eveready red, highlighting Ultima’s 400% longer-lasting power. The imagery of a youngster racing a battery-operated car perfectly captures the essence of ‘Ultimate Power, Non-Stop Action,’ resonating with a dynamic, discerning audience.”

Sumit Chadha, business head—airport and city media at Times OOH, added, “Eveready is further strengthening its market leadership in Kolkata with expansive airport branding. The power-packed creative, deployed on premium media formats, creates a compelling impact for extended brand recall. We are delighted to partner with this category-leading brand to execute such an extraordinary campaign.”

India – Britannia Good Day’s latest campaign takes a bold approach to settling the age-old debate of the best biscuit for chai—by leaving the biscuit out of the ad entirely.

Britannia launched a campaign in early 2024, featuring TVCs and a collaboration with Chai Point at the Maha Kumbh, where lakhs of cups of chai were enjoyed daily with Good Day. This organic connection takes centre stage in the campaign’s next phase.

Developed by Talented.Agency, the multimedia campaign ‘HEADLINES’ highlights the long-standing connection between Good Day biscuits and chai, drawing on the idea that the biscuit’s familiar round shape naturally comes to mind with every sip of tea.

‘HEADLINES’ is rolling out across multiple cities, appearing at key chai consumption spots such as modern trade outlets, IT park food courts, and general trade ‘chai tapris,’ with plans to expand into quick commerce and branded collaborations.

Archana Balaraman, general manager for marketing at Britannia, said, “Britannia Good Day is a household name, enjoyed across several occasions… including & especially with India’s beloved drink—chai. To cement this perception, we wanted to reinforce Good Day as more than just an option but as an iconic part of the chai experience. The creative platform—HEADLINES—delivered this beautifully. It takes the form of the biscuit, is infinitely scalable, and establishes the juxtaposition to prompt this behaviour.” 

Balaraman continued, “We’re excited to begin this charter Pan India across touchpoints where chai is purchased & consumed. Each cup is special—why else would our minds ask for a good day with it? ”

Javaad Ahmed and Spandan Mahajan, creatives at Talented, added, “It was right there. For years, our minds have been asking for a Good Day with chai. Isn’t it time we take our minds seriously? In the chai-biscuit debate, the variable has always been the biscuit. But it’s clear now—whichever brand of chai you’re drinking, whatever masalas you’re adding, whether you’re drinking out of a cup, glass, or kulhad… there’s only one biscuit on your mind! ”

Hong Kong – The Culture, Sports and Tourism Bureau (CSTB), the Hong Kong Tourism Board (HKTB), and Ocean Park are joining forces to roll out a series of citywide promotional activities, celebrating the public debut of Hong Kong’s giant panda cubs and bringing panda-themed experiences to iconic locations and platforms across the city.

As part of the panda cubs’ debut celebration, CSTB, HKTB, and Hongkong Post have introduced 3D panda-themed mailboxes. A total of 49 mailboxes will be installed across Hong Kong, Kowloon, and the New Territories, with the first five appearing in Causeway Bay and the Southern District. The remaining mailboxes will be rolled out from February to early March.

The mailboxes feature 3D-printed panda twins: the elder sister holding a Hong Kong soft-serve ice cream and the younger brother capturing the moment with a camera. Adorned with iconic city landmarks, the mailboxes invite visitors to explore Hong Kong and encourage locals to share the city’s charm with friends and family.

Following this, HKTB, Ocean Park, and MTR are partnering to introduce panda-themed decorations at MTR Ocean Park Station, select themed trains, Airport Express stations, and key MTR stations, including Admiralty.

Additionally, panda-themed displays will also appear at Hong Kong International Airport, the Tsim Sha Tsui Star Ferry Pier, bus stops across various districts, and the HKTB Kowloon Visitor Information Centre, extending the panda-themed experience across the city.

In addition to outdoor activities, the panda cubs’ debut extends on screen, featuring swimming star Siobhán Haughey, known as the “Flying Fish,” visiting Ocean Park to meet the pandas up close.

In a video on Discover Hong Kong’s official YouTube channel, Haughey, a devoted panda fan, spoke with caretakers, shared insights into the pandas’ playful personalities, and encouraged viewers to visit them in person.