Tag: Outdoor advertising

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.

Singapore – The island nation of Singapore has long been well-known as a haven for food lovers, with dining out being a large culture among Singaporeans who can choose from a wide variety of food courts. Tapping this large local ‘foodie’ culture is the latest endeavor tackled by the project of cooked food operator Kopitiam and the Association of Advertising and Marketing Singapore (AAMS), alongside its technology partner Moving Walls.

Said project, known as an ‘Industry Standard Measurement Project’, aims to bring accountability to Food Court advertising by deploying Moving Walls’ patented audience measurement to accelerate the adoption of technology on these media assets.

AAMS is currently championing an industry-wide regional Outernet media measurement initiative with Moving Walls. The project, through measuring physical location and people’s movement, powers planning, selling, verification, and re-targeting audiences using location-based Outernet media, has hit the ground running with the launch of its Outernet Marketing Innovation Group (OMIG) initiative.

For Bernard Chan, CEO of AAMS, said initiative is targeted to help open up untapped media segments in this space in response to increased demand for measurable media outside the internet world.

“Kopitiam has one of the largest footprints in various food services formats, and its participation in this project will be a big boost to our efforts. Outernet digitalization is going to be a game changer for the industry,” Chan stated.

Meanwhile, the project will also entail the implementation of a research layer using a synchronous mobile layer to understand the impact of this media, according to Srikanth Ramachandran, founder and group CEO at Moving Walls.

“Our patented solutions analyze these food courts to build a predictive forecasting of total potential views, unique reach, and frequency based on historical data points,” he added.

In terms of commitment, Vivek Kumar, director of strategic marketing and omnichannel monetization at FairPrice Group, their company commitment leans towards data-backed targeting and extended outreach to their partners.

“As part of FairPrice Group Media, the food media network of Kopitiam is an effective medium that not only reaches people like me who are ‘food lovers’, but can also help advertisers reach hyper-local communities to offer relevant products and services,” Kumar stated.

This is also seconded by Pauline Png, head of customer experience and marketing for FairPrice Group Food Services Business, who said that as part of the company’s business transformation journey in the food and beverage industry, it is important that they can understand their customers’ needs and experiences better in various food spaces, be it in mall food courts, coffee shops or hawker centers.

“This project with AAMS’ technology partner Moving Walls is a step in the right direction. I am excited to be able to develop superior experiences, food offerings, and communication that will delight our customers, tenants and partner brands,” Png concluded.

Singapore – The Singapore arm of advertising company JCDecaux has launched its programmatic OOH media across various advertising channels, including bus advertising screens and airport advertising screens.

The company is launching first this strategy to 38 digital bus advertising screens. With these buses traveling along prime areas of Orchard Road the Central Business District, it is expected to generate 66 million impressions across the digital bus shelter inventory. 

Furthermore, the advertising inventory is connected to global demand-side platforms through supply-side platform VIOOH, which allows advertisers planning for offline+online campaigns within a single platform, and allowing them to manage their advertising inventory.

“Programmatic OOH is at the cusp of sea change in Singapore and the region. Many advertisers have expressed interest in our programmatic OOH offering and are keen to explore this to its fullest potential. We are thus delighted to work with VIOOH to launch our programmatic out-of-home media offer beginning with digital bus shelter screens. As we intensify the education journey and transition from traditional mode of buying and selling to a programmatic one, we will also be adding more diverse audiences to our offers by including a wider array of our digital OOH inventory,” said Evlyn Yang, managing director of JCDecaux Singapore.

The company will also roll out digital out-of-home (DOOH) across the Orchard Road and in the Central Business District, and in premium shopping malls namely ION Orchard, Funan, Raffles City, and Jewel, as well as Changi Airport by 2021.

Jakarta, Indonesia – To provide brands with a larger advertising reach for an affordable price, Indonesian superapp Gojek has launchedGoScreen, a digital out-of-home (DOOH) advertising solution on Gojek’s fleet of two-wheel partner vehicles.

Available in the Greater Jakarta area, GoScreen uses location and time-targeting features, where ads to be featured will be based on specific audiences and a hyper-localized approach.. 

“The key pain points that brands face with out-of-home advertising today include the inability to target their campaigns and measure performance. GoScreen addresses this through location and time-based campaigns as well as precise measurement technology that provides brands with an efficient return on investment,” said Antoine de Carbonnel, Gojek’s chief commercial officer.

Gojek’s GoScreen aims to benefit brands through creating larger impressions that can be monitored through an online dashboard for impressions and insights. Driver-partners, based on performance-based eligibility, can also join the program, and can receive additional income based on the distance they have covered with their vehicles.

“With Gojek’s commitment to enable inclusive growth, GoScreen makes out-of-home advertising accessible to small local businesses and supplements the income of participating driver-partners, paving the way for improved livelihoods. At the same time, it is providing a promising new source of revenue for the wider Gojek business, ensuring that our entire ecosystem thrives together,” De Carbonnel added.