Tag: Outdoor advertising

India – Samsung and Cheil India has announced the creation of the ‘No So Silent Library’, a silent nook for book lovers as part of Samsung’s participation in the Jaipur Literature Fest, one of the biggest literary festivals in the country, as well as to promote its Galaxy Buds2 Pro earbuds.

In the campaign, Samsung had stationed Galaxy Buds2 Pro with Active Noise Cancellation earbuds, along with Samsung Galaxy S9 series tabs at some the noisiest places in the city. People were invited to come and experience the library with a teaser message – Any place is a good place to read. 

Upon plugging in the Buds2 Pro and choosing an audiobook from the Galaxy S9 series tabs, a literal library came up around them, further building on the ambiance to read. All the while subtly highlighting the features of the products.

Aditya Babbar, vice president, head of product and marketing at Samsung said, “Samsung has always set the benchmark when it comes to innovation and making technology accessible and appealing for everyone. With our association with Jaipur Literature festival, which has gained international recognition for fostering a unique blend of literary and cultural experiences, we displayed how innovative technologies can bring meaningful changes in our user’s lives.”

He added, “With the ‘Not So Silent Library’ campaign we show-cased how Galaxy Buds2Pro with enhanced 360 immersive audio and intelligent Audio Noise Cancelation (ANC) and Galaxy Tab S9 redefines the limits of possibility by setting up an ambient environment where avid book lovers could enjoy their favourite audiobooks, without any disturbance.”

Meanwhile, Vikash Chemjong, chief creative officer at Cheil India said, “The Not So Silent Library created a unique, noiseless reading experience for book lovers across Jaipur and they loved it! Social platforms were abuzz with mentions of the Not So Silent Library and the Internet at large celebrated the idea. The Not So Silent Library ended up creating a lot of noise for Samsung!”

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.

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.”

Kuala Lumpur, Malaysia – Multinational e-commerce platform Shopee has launched its unique three-day 3D billboard runway fashion show as part of its big sale shopping festival in Malaysia. 

The 3D billboard, placed in front of KLCC Twin Towers on Jalan Ampang, was meant to tease the audiences for Shopee’s event partnership with Malaysian girl group ‘Dolla’. 

With the big words, ‘Siapa Mereka?’ that translates to ‘Who are they?’, the billboard invites the audiences and passersby to guess the identities of four doll-like women striking poses like still statues. The women are inside four gigantic orange boxes in the shape of number one, spelling out 11.11, with their identities hidden in the shadows.

The spot for the billboard was also intended for the audience profile who frequents the area to shop for fashion and beauty, key segments that Shopee is targeting with their promotion via Dolla as their chosen brand ambassadors and Shopee live streams.

After the three-day teaser, the campaign reaches its highlight with the grand reveal as the girl group steps out of the boxes and onto a fashion runway, dressed in stylish orange-coordinated outfits. While the group performs, fashion accessories and live discount vouchers also fly by and stack up on the runway to promote the big sale.

As part of the campaign, a huge QR code was also emblazoned on the side, so audiences and passersby will be directed to Shopee Live on their mobile apps to claim the vouchers when they scan it.

Speaking on the campaign, Kenneth Soh, head of marketing at Shopee Malaysia, said, “My team’s brief was to do something deliberately out-of-the-box that has never been seen before by either Dolla’s fans or Shopee’s audience. With every campaign, we face a tremendous challenge to create something memorable, unique, and refreshing at the same time, over and over again. The stunning piece of work that was directed by our very own video team is a result of great team effort and the coordination of almost a hundred people pulled across various departments in under two months, including our Creative, Production, Post, and Video Teams.”

He continued, “We are thrilled with the level of engagement and conversions we’re seeing, even though 11.11 has just launched, in Shopee Live’s fashion and beauty categories. This campaign is a testament to the power of seeing Dolla larger-than-life in 3D and to the effectiveness of Shopee Live as a platform for reaching and engaging with younger Malaysians.”

“Thanks to Dolla’s talkability, we’re already seeing a significant increase in traffic to Shopee Live and meaningful, brand-building connections across our platform. We are so honoured that Dolla is bringing our 11.11 song and dance to life with a sense of heart-warming empowerment. The fans would never have seen Dolla this way before, and we hope the experiences created in this campaign will leave a lasting impression,” he added.

Singapore – Vistar Media, the global provider of programmatic software and digital signage solutions for out-of-home (OOH), announces a partnership with Ten Square, the largest outdoor LED display in Singapore. 

Vistar Media will serve as Ten Square’s supply-side platform (SSP) partner for programmatic DOOH transactions. And with this partnership, advertisers across Southeast Asia and around the world can now access Ten Square’s groundbreaking 3D anamorphic screen via Vistar’s SSP. 

“As we double down on our investment in programmatic DOOH across Southeast Asia, I’m excited to forge such a strong partnership with Ten Square, bringing advertisers one of the most unique out-of-home formats in Singapore for their advertising efforts,” said Ben Baker, managing director, APAC, at Vistar Media.

He further shared that “Partnerships like these are crucial to our efforts at Vistar to accelerate the overall adoption of pDOOH, and I’m confident this will help advertisers continue to recognise the unique value the channel can bring to an omnichannel media mix.”

The iconic Singapore Ten Square is an eye-catching digital billboard that stands at 305 sq m.tall and boasts high-resolution images with a 10mm pixel pitch and more than 3 million pixels, including anamorphic content on three sides.

Being the first of its kind in Singapore, it offers an immersive experience for onlookers passing by a high-traffic shopping hub in the city. It is situated on the facade of the iconic one-stop car vending machine in Singapore’s bustling CBD.

Ten Square also includes an event space that can be utilized for brand activations, launches, and promotions.

Franck Vidal, director for Southeast Asia sales and partnerships at Vistar Media, shared that they are thrilled to welcome an innovative partner like Ten Square to join their robust network of digital inventory in Southeast Asia. 

“Ten Square’s unique screen truly leans into the future of programmatic out-of-home, and the immense creative potential that comes with the channel. I’m excited to witness firsthand how advertisers tap into this unique canvas for their advertising campaigns,” he continued. 

Meanwhile, Gary Hong, founder of Ten Square, comments on the partnership, saying that, “We are thrilled to partner with Vistar Media to help brands execute iconic pDOOH campaigns across our standout, “state of the art” screen that sits on the façade of the eye-catching car vending machine.” 

“With these innovations, we hope to elevate creatives and branding to new heights, captivating audiences even in the darkest of nights through our mesmerizing 3D anamorphic “ready” billboard. The seamless fusion of technology and artistry empowers brands to make a deep and lasting impression on passersby,” he added. 

Manila, Philippines – GoTyme Bank has announced a partnership with airline Cebu Pacific for its loyalty program Go Rewards last February 9. To mark such partnership, the digital bank used an airplane outdoor activation during its launch event held at the Palacio de Memoria in Parañaque, Manila, Philippines.

For this outdoor activation, GoTyme Bank used an experimental technology called 3D mapping video, which maps video footage onto surfaces like buildings, runways, water, and airplanes, turning them into astonishing displays.

The new feature from GoTyme Bank allows Go Rewards members to earn points each time they book Cebu Pacific flights. When they use their GoTyme Bank Visa Debit Card or Virtual Card to book their flight, they get to earn even more Go Rewards points which they can use to book future flights.

“This new rewards program is a permanent feature and not just a promo so every Juan has all the time in the world to take advantage of this boosted rewards system from GoTyme Bank,” the company said in a press statement.

Melbourne, Australia – The Great Southern Bank (GSB)–in support of homeownership in Australia–has launched an outdoor campaign during the Australian Football League play-offs: a tiny home at the Melbourne Cricket Ground.

The innovative fan space on the MCG’s Ponsford Stage is just one of the ways Great Southern Bank is dialling up its support for homeownership via the AFL, with a AU$50,000 cash giveaway also launching this weekend.

As part of the tiny house promotion, five lucky attendees at the Blues versus Hawks match this Sunday will be invited to select a key to try to open the tiny house front door, with the person whose key opens the door winning AU$5,000 at quarter time.

Megan Keleher, chief customer officer at Great Southern Bank, said, “Our tiny house is a brilliant place to watch the game, and something those lucky enough to experience will remember for the rest of their lives. Our aim is to help all Australians to own their own home and we know that many Australians, particularly younger Australians, are looking for alternative forms of housing. There is no one-size-fits-all approach when it comes to the housing that suits different buyers’ budget, life stage, location or even space requirements.”

She added, “By putting a spotlight on one of the newest options – tiny houses – we hope to raise awareness of the need to look at our changing housing preferences as a nation and ensure that flows through to the ways in which people are able to finance those homes.”

As part of the campaign, Great Southern Bank is also launching a $50,000 competition to help a footy fan realise their dream of homeownership. To be in with a chance to win, entrants need only choose a ‘virtual’ seat at Marvel Stadium, and will take home the cash if their seat is chosen in the prize draw.

Keleher added, “House prices can be daunting but there’s a lot of help out there, including some valuable Government backed programs, that can help cut down substantially on the costs. We’ve even seen new buyers upgrade their ambitions, and buy bigger, more suitable homes thanks to these schemes. Saving for a deposit is one of the biggest challenges facing first time homebuyers, which is why we’ve also placed a significant focus on launching tools and savings accounts that help people to reach their goal sooner.”

The competition runs from 3 April to 15 May. Entry to the competition is free and open to all adult Australian residents through their competition page at greatsouthernbank.com.au/pickyourseat.

Auckland, New Zealand – Out-of-home (OOH) media company JCDecaux announces the run of its first digital roadside programmatic campaign with TVNZ, New Zealand’s state-owned commercially funded broadcaster. The campaign is running via dentsu, Hivestack and VIOOH.

TVNZ’s launch campaign is running for three weeks in six main metro markets: Auckland, Wellington, Christchurch, Dunedin, Hamilton and Bay of Plenty; across 35 Digital Large Format sites to promote the new series of BAFTA and EMMY award-winning TV drama ‘Killing Eve’.

Kurt Malcolm, trading and innovations director at JCDecaux, said, “Since announcing the availability of programmatic trading across our entire Digital Large Format portfolio in February, we’ve received significant interest from brands and their agencies who are keen to leverage the flexibility and measurability programmatic trading affords. We’re delighted that the iconic TVNZ has become the first brand in New Zealand to formally launch JCDecaux’s valuable new programmatic offer.”

Targeting was applied to direct the buy to index higher with ‘Female TV Drama’ and ‘Fashionista’s’ via Hivestack’s Lifesight audience segments as these traits were identified by TVNZ as their core viewership for the show.

James Brook, senior programmatic account manager at dentsu commented, “JCDecaux’s roadside availability of programmatic Out-of-Home is a massive value-add for us and our adoption of the format. It brings more premium inventory and scale to this rapidly growing channel. We are looking forward to utilising the roadside on briefs moving forward.”

Meanwhile, Ash Houghton, sales director at Hivestack New Zealand, added, “We are excited to help launch JCDecaux’s roadside programmatic offer to our buyers on the Hivestack DSP. The ability to target audiences on the most established roadside network at the click of a button is truly exciting. This represents a great step forward for programmatic outdoor.”

JCDecaux previously launched its roadside programmatic DOOH offering, with clients including Air New Zealand.

Auckland, New Zealand – Digital out-of-home (DOOH) provider LUMO Digital Outdoor has forged a partnership with visual communications platform Canva to launch ‘Billboards For Good’, an initiative that supplies New Zealand-based charities with free outdoor campaign activation.

The Canva design team will supply creative and design support and LUMO has provided inventory across LED screens in Auckland, Tauranga, Hamilton, Christchurch and Wellington.

To kickstart said initiative, LUMO and Canva’s first beneficiary will be Voices of Hope, a charity breaking the stigma around mental illness to decrease suicide rates, the first to benefit from the partnership. The initiative will officially start at the end of February.

Hamish Smith, chief marketing officer at LUMO says he hopes this initiative inspires others in the ad industry to use the power of media for good by making the important work of not-for-profit organisations more visible. 

“We are approached on an almost daily basis by charities and non-for-profits at LUMO.Through our own recent charity initiatives we’ve come to realise how valuable and powerful billboards are when it comes to making a difference,” Smith said.

He added, “These organisations are often understaffed and lack resources; as such they struggle to deliver great creative to make these campaigns effective. So, it was only natural Canva got on board to help these groups deliver great creative and get in front of wider audiences. For us it’s about being able to help raise awareness and provide support to the community how we can, and this partnership gives us another opportunity to do that.”

The partnership is the latest initiative from LUMO Digital Outdoor, a long-time supporter of-not-for-profit organisations. The outdoor media company has supported over 30 charities over the last 12 months promoting messages of awareness and fundraising drives across their nationwide network of 41 screens. 

Robyn King, head of social impact at Canva, commented, “We’re excited to partner with LUMO to support some amazing, yet under-resourced, local non-profits by leveraging Canva’s unique design skills to create campaign assets for the Billboards for Good initiative. One of Canva’s guiding values is ‘to be a force for good’ and we hope this is the first of many collaborations to help shine a light on a range of worthy causes and amplify the impact of nonprofits.”

Hong Kong – On-demand delivery platform Lalamove in Hong Kong has launched a new campaign that transforms its delivery trucks into moving pieces of art, thanks to the support of local artistic talents.

The campaign features four artists namely Din Dong, PureHay Art, Thomas napoleon, and Wa Gor, to which they took Lalamove’s orange branding as inspiration, to present Lalamove’s diverse range of services through each of their unique styles.

For Din Dong’s art style, him and his friends are dressing up as Lalamove’s driver-partners and couriers to deliver all kinds of goods, including their furry friends, delivering surprises to Hong Kongers in every district. Meanwhile, Art’s work employed his well-known’ ‘digital punk’ style and turned Lalamove’s delivered parcels into deconstructed goods inside delivery robots’ headpieces, presenting Lalamove’s services in a futuristic way.

Napoleon’s artwork, on the other hand, depicts a ‘dreamy’ delivery scene that captures Lalamove driver and walker partners who deliver to every corner of the city with flying speed. The robot he created marked the number ‘1022’, echoing Lalamove’s anniversary. 

Lastly, Gor’s calligraphy can be seen on numerous Hong Kong movie posters. He incorporated traditional Chinese calligraphy into his artwork, giving Lalamove’s brand slogan an extra ‘oomph’ with his distinct calligraphic style. His strong and powerful strokes furnish the truck with an understated beauty while conveying a sense of safety and reliability – Lalamove’s brand promises. 

From 25 November onwards, the eight limited-edition trucks will roam the streets of Hong Kong for six consecutive months, celebrating the company’s 8th anniversary. The Lalamove trucks will make a surprise appearance on Haiphong Road in Tsim Sha Tsui on 5 December. Din Dong Cat will also join the party to deliver joy.

Alex Kwan, director for marketing at Lalamove, said, “Lalamove is not just about delivering goods. We are helping people to solve their daily problems by bringing convenience through our reliable and fast delivery service. We are pleased to partner with four talented local artists to together transform the trucks, which are usually regarded as functional tools, into art pieces that pedestrians could appreciate. 

Kwan added, “We welcome more driver-partners to join this campaign and turn their trucks into walking works of art that form parts of Hong Kongers’ lives, like Lalamove’s services.”

Lalamove is also giving out special prizes to selected consumers who capture and post pictures of the special-edition trucks on Instagram with a caption on how they plan to deliver joy to their friends and family this Christmas tagging @lalamovehk and #LalamoveSupportsLocalArtist. The event will last from 25 November to 15 December.