Monday, September 22, 2008

LED Enhances Traditional Outdoor Displays

The LED technology has recently stabilized at a new high, further boosting the proliferation of LED billboards into the outdoor media landscape. Once upon a time, LED screens, or also known as e-boards or digital outdoor displays, were considered premium and rare products, but now they are considered a mainstream outdoor media format.

Louis M. Brill provides more details in an article with the SIGNINDUSTRY.COM - LED Billboards: Outdoor Advertising in the Video Age. He has also mapped the application of LED billboards into 3 specifics – spectaculars, roadside displays and LED billboards as multiple signs into a network system. Tulip Mega Media, based out of Shanghai, China has done just that with a current operation of LED large screens with a combined area of more than 10,000 square meters in big cities like Beijing, Shanghai, and Guangzhou as cited here.

LED technology has also stablized whereby we are able to explore its lighting capabilities to enhance our displays. Yet, I personally stand-by the view that neon lighting remains an incredible art form and allows for a much wider range of color shades. Neon lighting is also the brightest form of advertising lighting…

This is one of our former landmark sign for Tiger Beer at the start of Chinatown, Singapore. It is also the largest animated neon in Singapore between 2003-2007. It was a very beautiful and powerful strong visual impact.

But TPM has been tinkered around with LED lighting since 2004, and we have harnessed its low power consumption for use in combination with a frontlit banner display as currently seen at the Furama City Center Hotel for Konica Minolta Copiers. The corporate logo and company name is reproduced in LED format adding extra brightness and shine for the night scene. Good visual impact, highly cost effective and environmentally friendly!

Friday, September 19, 2008

F1 Singapore: No Trees were Harmed

The SINGTEL SINGAPORE GRAND PRIX has attracted unparalleled attention as the world's first night race. It is also the first F1 to be held in Singapore. The race route will be street circuit along tree-lined avenues that runs through the heart of the city.

Wait a minute - "tree-lined avenues".!

While the tree lined avenues do present a picturesque imagery, the proliferation of trees in Singapore is no small matter. In fact, these trees are a constant challenge to us in the outdoor advertising industry in Singapore as they create viewing obstructions to outdoor advertisements on the building facades. Unfortunately, trees in Singapore are also considered the jurisdiction of our highest authority; in fact it is His pet project since the 1970's. There is hardly any good reason to trim or re-locate a tree for commercial reasons. NOT EVEN THE F1!

Thus no tree was harmed or fell for the F1. But a cross-government body was set up to redesign the route and allocation of the Pit Building and a further millions of dollars required to re-locate and trim all of the obstinate trees…

New Take On Toilet Media

Toilet Media is well-regarded as a way to reach a limited but effectively captive audience. I guess there is some waiting around in the toilet including at the queue and of course, during the "conducting of various businesses"

Usually, toilet media are found on the doors, walls and mirrors. I spotted this interesting one at the loo of Suntec City Convention Center. This time the BASIN is used to communicate the spill-resistant feature... Thus the Toughbook is placed within the wash basin while water from the tap runs periodically over it! Great product-feature-medium-application linkage!

It is amazing how a creative idea goes a long way to instantly communicate a strong message. This is similar to our execution for Nippon All Weather Paint and the Organics/ Sunsilk Frequent Wash campaigns using the fountain feature - Read more about Interesting Fountain Displays