Monday, October 5, 2009

Some Principles on How to do good outdoor ads.

Paul from "pauldervan: random thoughts on marketing" shared some guiding principles for outdoor creative. There are many campaigns that were GREAT on so many other media, but floundered when it was executed on the outdoor medium...

To quote Paul - "Outdoor advertising is difficult. It looks simple but it is not.


Because it requires the ultimate in communication focus.

With TV, you have time to build a story. You use visual cues, time, movement, story, character building, dialogue and music - all to help you make a point. Radio has some of these advantages too. As does online. Even press gives you more time to make your case, give more information."

Paul shared an example of a classic outdoor ad on this post:

'Hello Boys' is now famous for apparently causing traffic accidents back in 1994....

And it follows the principles. Single image. Of a person (that you'd notice). Strong contrast in colour between image and background. Short headline. Easy to read. Well branded. Simple message. And loads of space.

Read more details here on Paul's sharing for GREAT outdoor creative... Do share your comments here with me or with Paul at his website. Here's to seeing more outstanding creative in Out-of-Home media... Hallelujah!

Friday, October 2, 2009

Happiness Starts Here - Kadhampa

We are pleased to assist Kadhampa – a Buddhist association to spread and promote a meaningful cultural exhibition upcoming at the end of the year from 31 Dec 2009 to 3 Jan 2010.

TPM had worked together to promote this cultural exhibition at our sites along the Sims Ave area as well as the Jalan Besar Plaza. The exhibition details as follow:
• The Fifth International Buddha’s Relics Arts and Cultural Exhibition
• 31 Dec 2009 to 3 Jan 2010
• Suntec City Convention Centre, Hall 401-404

To share on the recent article by The Marketing Magazine “…Religion helps people in their quest for a deeper level of fulfillment." So do come to check out this interesting event... !

Hello Boss by NTUC Income

Hello, Boss. By NTUC Income.

An interesting ambient spotted at the display window of the NTUC Income branch on the third floor of AMK Hub.

The Boss is whoever that is reflected on the "mirror" like material as one is reading the copy of the advertising message. A must see for all those entering NTUC Income. Tell are acknowledging/ reminding that you are Boss just as you are walking inside.

Date Spotted: 16 Sept 2009
Location: NTUC Income, AMK Hub

Monday, September 28, 2009

Singtel at The Geylang Serai Area for Hari Raya

Wishing a very Hari Raya Puasa to one and all!

We had clients that offered celebratory messages and special deals during this festive period at The Geylang Serai area - Tristar Complex and Joo Chiat Complex. Combined with the amazing crowd drawn in by the month long night bazaar and the eager businesses at newly opened Geylang Serai Market, the hustle and bustle leading up to the celebrations were all keenly felt and well enjoyed!

The crowd builds up especially in the evening periods and also over the weekends. Traffic wardens were heavily deployed to ensure minimal order amidst the highly chaotic traffic.

I actually enjoy my frequent trips to the annual bazaar. It is not as commercialized as the Chinese New Year night markets. Furthermore the goods offer are relatively unique, self created, practical and sometimes very surprising.

Like this artist from one of the Islam dominated provinces in China (Xinjiang or Qingdao?) - is his calligraphy in Chinese or Arabic?

Quite a lot of on-the-spot cooking too (RAMLY BURGER), like a mass BBQ ;p I was introduced Dendeng as a must-try item. This is my annual feeding frenzy. It is good enough to brave crowds as mad as these..!

Despite the end of the Hari Raya Puasa, it seems like interest at Joo Chiat Complex is not abating. Hope to share more completed outdoor advertising works at this unique community location soon!

Nike Human Race 2009

In conjunction with the upcoming Human Race 2009 on 24.10.2009 - the visual displays of Queensway Shopping Centre have been completely changed out.

Following the success of last year's inaugural race, this year’s Human Race has taken a more virtual feel whereby runners from all over the world may run at anywhere and anytime using Nike+. What’s more, all the best parts of completing the race – goodie bags and the live performances are here for all to enjoy!

Are you registered to run in the Lion City with the rest of the world?

Sunday, August 23, 2009

Life-sized Google Map Markers In Tokyo!

As part of the Google Japan's "Favorite Places" campaign that promotes the use of Google Maps we saw life-sized Google Map markers planted around various popular spots around Tokyo in August.

What's more, the audience is able to videos inside the giant map marker of popular Japanese celebrities detailing their favorite places in Japan.

Other interesting youtube link- the production of the life size markers
Spotted at: Google Japan Blog, Dvice
Location: Tokyo, Japan

Tuesday, August 11, 2009

Join the Asia-Pacific Out-Of-Home Media Convention 2009, Macau

The Asia-Pacific Out-Of-Home Media Convention 2009 is happening on the 5-6th November 2009 in Macau. To quote the Organizing Committee Chairman, Mr Ron Graham, this event aims to "present the complete picture of Out-of-Home communication, latest insights and next opportunities"

Aptly themed as "Inside-Out", the Asia-Pacific Out-Of-Home Media Convention 2009 seems like the event of the year for any stakeholders of the Out-Of-Home media industry in the region.

No matter if you are a client, a vendor or from the governing bodies such as a city planner for the government sector, let's converge this November to learn and hear from each other on how to make Out-of-Home media a better and more vibrant reflection of our daily Out-of-Home life.

Get more details from the following link: Asia-Pacific Out-Of-Home Media Convention 2009

Thursday, July 30, 2009

Draft ad regulations contradictory, says AMLI

Some article I spied off the Internet - taken from the Jakarta Post on Jul 23 2009. I have not analysed the attached article in detail, but the implications will be far-reaching since the Jl. Thamrin and Jl. Sudirman areas are such prominent locations in the Jakarta City... Any comments/ updates out there?

My observations of general Out of Home Advertising in Jakarta in an article posted in 2008.

Draft ad regulations contradictory, says AMLI
By Benget Besalicto Tnb. , The Jakarta Post , Jakarta Thu, 07/23/2009 1:38 PM

Businesspeople have called on the city administration not to pass the draft of a gubernatorial decree on outdoor advertising, claiming that it contains contradictory articles, an executive with the association said Wednesday.

"It contains a number of contradictory articles. It's still a draft, but as it could be the final draft before being passed into law by the administration, we are afraid that it will result in inconsistent implementation," said Nuke Mayasaphira, the secretary general of the Indonesian Outdoor Media Association.

Nuke said that article 9 and 49 of the draft advertisement regulation were contradictory.

Article 9 refers to advertisement-free zones, dubbed "white areas", where outdoor advertisements would be completely banned, including along main city roads such as Jl. Thamrin and Jl. Sudirman in Central Jakarta. However, article 49 gives the governor the authority to make exceptions to this rule in all city areas.

The regulation is expected to map the city into zones where outdoor advertisements will be either prohibited, tightly controlled, moderately controlled or completely controlled.

"If certain areas are designated as white areas, but exceptions are permitted, this could lead to collusion. It will not only harm the interests of the government in regulating the city, but will also harm the interests of other businessmen," she

She said that unclear rules about the exception could lead to further violations of the regulation, such as those that had already occurred in certain banned areas.

She pointed out the administration should accompany its planned decree with clear guidelines on how space should be categorized.

"We need legal certainty to avoid any unfair practices when the regulation is implemented," she added.

AMLI's chairman Aip Syarifuddin concurred with Nuke, pointing out that outdoor advertisements had already been displayed in "white areas", including LED displays on Jl. Thamrin and Jl. Sudirman, and at road junctions on Jl. Proklamasi, Jl. Senopati and Jl. Parman in Central and South Jakarta.

He pointed out that the city bylaw on advertising should strictly rule that advertisements should not be installed near traffic signs as they could distract the attention of motorists that could lead to traffic accidents.

"For example, the LED near the traffic light in front of the Sarinah shopping complex on Jl. Thamrin is very distracting."

Aip said the city administration had received more than Rp 350 billion (US$30 million) in total tax income from outdoor advertisements alone and that the administration should not only focus on tax income.

"We support the city administration's efforts to develop Jakarta as a service city through the issuance of the bylaw. However, it should create legal certainty and a level playing field for all players to do business and to do so should ensure the laws are clear," he said.

Aip also said that city regulations previously stipulated that outdoor advertisements larger than 24 square meters were only allowed in 160 areas, but were now permitted in 400 areas.

He also asked the administration to set up an effective service that would license advertisements; ideally one that would be free of illegal fees and would not waste company time.

It is in my humble opionion that the most effective form of licensing is self-regulation by an elected board with a good mix of industry players, urban planners and architects. ie all the stakeholders that know why and how to grow a vibrant, colourful and balanced city that is for the economic well being of the city. Taxpayers' money should be well governed and business interest must be protected in poor economic times as such. Long gone are the days when the goverment is the single authority on anything anymore...

Wednesday, July 29, 2009

Launch of New Media Centre - Joo Chiat Complex

I am pleased to share that TPM has recently confirmed the exclusive marketing rights of the Outdoor Advertising media spaces at the Joo Chiat Complex.

This shopping complex has been newly refurbished and will the center of attraction for the build up towards the Malay's Hari Raya Puasa celebrations from 21 Aug to 21 Sept 2009. It is also the catchment area for the nearby residents in Joo Chiat and Eunos area esp. with NEWLY opened Geylang Serai Market. It is exciting times indeed...

Sunday, July 19, 2009

CIMB Presence in the Jakarta Airport (Soekarno-Hatta) Indonesia

TPM had recently completed the media placement for CIMB Bank in the Jakarta International Airport (Soekarno-Hatta) Indonesia. These placements were focused in the international departure areas of T2D and T2E.

A special note about the suspended lightbox at T2D – ie. The landscape visual of 0.8m H x 8.0m W, these 2 lightboxes are located just in front of the business lounges for first class and business class passengers. These must be one of the best locations for departure placement in the airport ;)

Date Spotted: 15 Jul 2009
Location: The Jakarta International Airport (Soekarno-Hatta) Indonesia

With the recent Jakarta twin bombings at the J W Marriott and the Ritz Carlton, we express our heartfelt condolences to the people and their families who have suffered pain and losses. Thankfully, no TPM personnel were affected although one of our business associates had a close shave since he had a 7.30pm meeting nearby the hotels on the night before the bombing incident. If the meeting was a 730am meeting instead, I guess the consequence may have been fatal.

TPM Batam's Creative Use of Escalator Sides

Creative ambient displays done on escalator sides at Nagoya Hill, a high-end mall in Batam Indonesia. These ambient displays feature all the new phones and services by the local telecommunications provider - Telkomsel.

Peronally, I feel the layout of these creatives also make use of the unique space of the escalator sides very well. Clear strong wording and length-wise use of brand slogans and images, all of which are concentrated in the centre part of the escalators.

The media and the creative layout are all attributed to our local team in TPM, Batam. Nice job!

Date Spotted: May 2009
Location: Nagoya Hill, Batam

Wednesday, July 8, 2009

Not Related To Outdoor Advertising

This post is not related to outdoor advertising but for interest's sake - the TPM Singapore office is currently renovating. This was the chaos captured over the last weekend.


While most of us have settled down, a couple of us (ie. me me me) still have refugee status. We are having some teething issues, so please bear with us while we get back to the swing of things.

One thing for sure, TPM Singapore will be remaining at this address for sometime now... ;)

Monday, June 8, 2009

Google Android Phone from Singtel

We recently completed the media booking and print, installation production for the Google Android Phone from Singtel.

We do not usually recommend boomgates advertising for 2 key reasons (1) Limit to size of visual whereby display height ranges from 0.08m-0.30m only . (2) Lowered chances to view advertisement message thanks to the speed of the boom gate/ car park barrier arms' operation. A victim of technology progress, no thanks to the Singapore ERP system for car park operation.

But this car park boomgates campaign by "Google Android Phone from Singtel" is really a very special creative execution whereby the Android itself takes centrestage in the whole creative. Every time a vehicle passes through the carpark boomgates it would seems like the Android's little arm is lifting the barrier arm. Thus the Android is quite the little enabler isn't it?

Above: Entry boomgates at Golden Shoe Carpark; Below: Exit boomgates at Plaza Singapura

Locations: Bugis Junction, Plaza Singapura, Golden Shoe, Funan The IT Mall, Tampines Mall, AMK Hub
Format: Car park boomgates/ Carpark barriers
Date: May 2009

Friday, May 22, 2009

Perrier = Get Fresh-The Bottle Moves

We recently spotted an Out-of-Home advertising installation for Perrier, the brand of bottled mineral water from a spring in France. It is a plant/ bush in its unique Perrier bottle shape. Rather apt look since the (artificial) green projects a FRESH look as the Perrier tagline, "Get Fresh"

Date spotted: 20 May 2009
Location: Pub along Keong Siak Street (Chinatown)

We executed a similar display for San Miguel's together with Posterscope SE Asia in 2005 at popular drinking areas in town. A real-life bottle replica of San Miguel standing at the height of 1.8m beamed at revelers enjoying themselves at Far East Square, Boat Quay and Holland Village. Using fiber glass, these replicas were lighted from within at night, brightening up whole ambient with San Miguel’s presence.

Sunday, May 3, 2009

Crave It? Bite It Off the Billboard!

It is imperative to involve the senses to create effective marketing for food and beverage related products and services. Thus advertising for McDonald's usually consist of rich and HUGE visuals of how good their burgers are. So delicious looking that a bite was taken off one of the billboards previously displayed at the Orchard Hotel, Singapore. Someone was HUNGRY?

Date: Sometime in 2007/2008
Location: Orchard Hotel, Singapore

A Billboard is Sometimes more Than Inkjet On Vinyl

Most of our displays are usually printed on vinyl banners or stickers, thus I am always very impressed that some billboards are still painted on by artists in countries such as America etc. Thus the billboard becomes an unique art piece in the great outdoors .

Once in a while a fantastic medium-product link appears in outdoor by the way of this Makita Drill outdoor installation by Saatchi & Saatchi, South Africa.

Spotted at: adgoodness
“[To] Convince people that Makita drills are high-precision power tools. Can one power drill be more precise than another? ...Drilled over 20,000 holes into a wall to create a huge black and white image of, well, a Makita drill. To create the correct tones, the distances between the holes had to be very carefully calculated

Creating precision holes to give colour variation in a billboard display. - That's just an amazing piece of billboard art out there...

Thursday, March 12, 2009

Why Advertise During a Recession - In Fact, Why Advertise MORE During a Recession...

A must-read for all serious marketers especially those going through the pain to retain the marketing budget. Hear it from the experts from Knowledge @ Wharton. (The Wharton School is the business school of the University of Pennsylvania).

I have taken the liberty to summarise the article in actionable points as follow, or click for the full article from Knowledge @ Wharton


According to Wharton faculty and advertising experts, corporate managers put the long-term future of their companies at risk when they regard advertising budgets as a dispensable luxury especially during critical periods such as this current credit crisis.



1. Gives the competition a chance..."The first reaction is to cut, cut, cut, and advertising is one of the first things to go," says Wharton marketing professor Peter Fader, adding that as companies slash advertising in a downturn, they leave empty space in consumers' minds for aggressive marketers to make strong inroads.

Research indicates that combative advertising which targets competitors escalates during an economic downturn. "When the marketplace is shrinking, you tend to become a little more competitive in your tone," says Wharton marketing professor John Zhang

2. Disappointments get around too quickly and widely...[David Sable, chief operating officer of Wunderman, part of The WPP Group] warns that in today's networked, digital marketplace, consumer buzz about disappointments with a product can metastasize quickly and widely. "You must give people good things to talk about by continuing to have good products and communication." The biggest lesson is that recessions come and go, but "hopefully your brand is for life. It's forever. So you have to be careful how you react because the downturn is not going to be forever."


3. Dilutes brand equity...[David Sable, chief operating officer of Wunderman, part of The WPP Group] advises advertisers in a downturn to rally to protect and preserve brand equity that has been nurtured for years... "The worst thing you can do is cheap-out on products -- put less coffee in the cappuccino -- as many have in the past."

4. Cost to regain market share later is 4-5 times the costs saved...If companies cut deeply into advertising and communications in a down period, the cost to regain share of voice in the market once the economy turns around may cost four or five times as much as the cuts saved, [David Sable, chief operating officer of Wunderman, part of The WPP Group] adds. "You must really keep a balance in times like this. Don't go dark when customers and consumers need you because they need you as much as you need them."

5. Price-driven consumers still factor in branding...While price is important in a recession, the majority of price-driven consumers still factor in the importance of branding...clear brand association and leadership comes through communication. "If you cut the communication, you have a major problem," says [David Sable, chief operating officer of Wunderman, part of The WPP Group]



1. Differentiate yourself...As companies slash advertising in a downturn, they leave empty space in consumers' minds for aggressive marketers to make strong inroads. Today's economy "provides an unusual opportunity to differentiate yourself and stand out from the crowd," says Wharton marketing professor Peter Fader, adding that, "but it takes a lot of courage and convincing to get senior management on board with that."

2. Create new attention...Good time to reconfigure the advertising mix between traditional media and digital or other outlets, depending on the product, brand positioning and overall corporate strategy, says Wharton marketing professor John Zhang. "You don't have to put a huge amount of money in the marketplace," he says, adding that lower-cost marketing techniques -- such as banners, street signs or direct mailing -- might merit new attention.


3. Cost of advertising goes down a lot...With demand slack for advertising services, the cost of these services goes down, making advertising expenditures all the more defensible in a bad business climate. "If your company has something to say that is relevant in this environment, it's going to be more efficient to say it now than to say it in better times," says Wharton marketing professor Leonard Lodish.

4. Advertising during recession produces recurring long term benefits...McGraw-Hill Research shows that companies that consistently advertise even during recessions perform better in the long run even after the economy recovered. Specifically, companies that advertised aggressively during the recession had sales 256% higher than those that did not continue to advertise.


ADJUST THE ADVERTISEMENT MESSAGE -Key is to craft messages that reflect the times and describe how their product or service benefits the consumer.

1. Communicate value into marketing campaigns. Many marketers design communications aimed at justifying the price they charge for goods and services, either by emphasizing a low price or touting the benefits the company can provide to buyers. "Advertisers will do both," Wharton marketing professor Patti Williams says. "Some are in a better position to talk about lower costs while others will have to focus on what you get for your money."

a. PRICE Companies might be tempted to emphasize price in a recession, but that only works for companies like Costco and Walmart that are built around a core strategy of providing low prices year after year, says Wharton marketing professor Leonard Lodish. He points to the current Walmart campaign, "Save Money. Live Better," as a successful approach to the recession.

b. PRACTICAL SPENDING Wharton marketing professor Patti Williams cites Gold's Gym -- the Texas-based gym chain -- as an example of a company that has found a way to navigate the economic slump while promoting a product that might seem discretionary or self-indulgent in hard times.

One television spot shows legs working a stair climber as words pop up across the screen changing from "First floor" to "12th floor" to "Kilimanjaro" to "Olympus." Finally the words, "The Corporate Ladder," appear. "This is about being goal-oriented as opposed to a general fitness or vanity play," she says. "It links to the economy because people are less likely to be spending on flashy things and more likely to be thinking practically and pragmatically. Certainly people are going to be spending less in this downturn, but they will spend something."

c. LONG TERM VALUE Especially for luxury products advertisers will also attempt to emphasize long-term value -- such as suggesting that a watch is not just a purchase for today, but for years to come. "You can try to remind people that this is, hopefully, a temporary state of things and we should not be focusing on the immediate future but also longer-term," says Wharton marketing professor Patti Williams

2. Responding to emotions ...Many consumers are weary of negativity generated by the recession and would be receptive to a more upbeat message, says Eileen Campbell, chief executive of the Millward Brown Group advertising firm in New York City. "If you can put a positive spin on how you can genuinely help without invoking doom and gloom, I think that's going to be more compelling."

a. CONTROL "Along with this economic downturn comes a lot of emotional response, such as anxiety. It is characterized by a sense that you lack control, that you don't know what's coming and you are at the whim of circumstance. To the extent that advertisers feel their clients or consumers are experiencing anxiety, ads should try to empower consumers and help them think of ways to be in control in a world where they feel out of control." Wharton marketing professor Patti Williams cites Gold's Gym -- the Texas-based gym chain -- spots address this concern. "'You can't control the economy but you can control how many pushups you do, and take control where you can, and we can help you.' That's a powerful message."

b. COMFORT Wharton marketing professor Patti Williams notes that especially for luxury businesses, they should appeal more to emotion, emphasizing the need for some emotional release or comfort in difficult times.

3. Fine-tune message to be sensitive According to Wharton marketing professor John Zhang, advertisers in all categories must be in tune with consumers in the current climate. For example, he notes that LG Electronics is backing off its "Life's Good" slogan. "That's not the mood people are in. If you do that, it will generate resentment. You need to fine-tune your message to be sensitive."


1. Be more targeted... In challenging times, marketers must work harder to segment consumers with specific messages. "If, in the past, you used mass media, you probably want to be more targeted now to make sure the message gets to the right people,” says Wharton marketing professor John Zhang.


1. All forms of media can be successful even in a recession says Wharton marketing professor Leonard Lodish thus it may be foolish to focus only on media whose impact might be easier to quantify and therefore able to withstand the close scrutiny of senior executives demanding justification for any spending.

2. No gold standard in measurability Wharton marketing professor Peter Fader points out that direct marketing and other kinds of interactive communications might be valuable but do not yet deliver easily quantifiable results. "Unfortunately, the industry is still in its early infancy. A lot of people talk about what we are capable of doing in measurability, but no one has established the gold standard yet”


Marketers need to understand the "elasticity" of their brand The "elasticity" of their brand would be a gauge of how much -- or how little -- advertising is necessary to sustain sales. "It's not a science. There's a lot of art there," [David Sable, chief operating officer of Wunderman, part of The WPP Group] acknowledges, "but you must be supporting your product."

Tuesday, March 3, 2009

Mobile Billboard for The Best Job In The World

What Is A Mobile Billboard?
TPM Outdoor deployed a 22-footer truck fitted with a double-sided billboard display which moved everywhere and at anytime around in Singapore. It is very effective for reaching the target audience such as the youth, IT oriented and road-warrior/ mobile people.

Due to the large creative canvass available, our mobile billboard is highly novel to any campaign efforts. There is ample space avaliable to execute full props decoration and installation of 2D/3D. Our design of the backdrop/ billboard display itself is optimised to provide maximum visibility. It is also highly mobile and can reach almost all roads; the display can be parked at most car park lots.

Why Is A Mobile Billboard More Effective?
In our cluttered environment, this is truly and out-of-the-box Out of Home Advertising display that really jumps out. It is attention grabbing thus being able to target the young and IT savvy which spends a lot of time outdoor. It is really the right form of mobile billboard for mobile people. It also helps to reach the exact right places such as at the university or beach areas.

Even as digital media grow online, there is still a strong need for balance in some form of offline advertising in the outdoor context and this mobile billboard may enhance any online efforts/ or marketing of IT related products such as in our recent execution in the “Best Job In The World” campaign for Queensland Tourism.

Why Use the TPM Outdoor Advantage? TPM Outdoor provided the one stop solution from planning, installation to execution including complete in-house production and project management; clearance of any authority requirements. We also provided optional items including billboard placement, talent sourcing and events management.

Successful case: For the “Best Job In The World” campaign for Queensland Tourism
The total period of display was for 2 weeks in the mid of January 2009. The mobile billboard creative execution was aimed to drive online applications for the “Best Job In The World” as Island Caretaker at the Islands of Great Barrier Reef, Queensland, Australia

Together with Posterscope South-East Asia as the outdoor specialist for this project, we worked together with the out-of-home specialist and client to customise a route that encompasses the Live.Work.Play. The Work and Study route : CBD Shenton way, Raffles Place, Orchard road, University; Play route: East Coast (Beach Area); the Live route at various Heartlands and also focusing at Jurong Point, Tampines Mall. Talents were also deployed at each rest-stop to help distribute flyers and further engaged members of the public.

It was an overwhelming success to everyone. A first for the client, TPM and the current Out-of-Home Advertising scene in Singapore. The client also shared her thoughts with us on….

Thank you too - It has been our joy to be of service. See you in the outdoors again soon!

Tuesday, February 24, 2009

Pearl Centre Out of Home Advertising Spectacular - Site Review

TPM Outdoor has been marketing one of the best billboard spectacular displays in Singapore since 2003 till today. This Out-of-Home Advertising site had been the stronghold of APB's Tiger Beer during the "It's Tiger Time" hay days. Tiger Beer was then strongly featured as the fun beer to have during good times - which was close to the hearts of many locals.

Corny tagline, but many of us (then) did look at our watches after 5pm weekdays and shouted out in glee that It's Tiger Time". The beauty of great marketing is proportionate to recall rate, not an art degree... =)

I am surprised to still find records of these comments by Edmund Ng via the Marketing Magazine in a 2007 interview which reviewed this spectacular outdoor advertisement showpiece. I also blogged about this neon display before. A copy of the interview in its entirety as follow:
Published: Apr 16, 2007
Name: Edmund Ng

Position: Marketing Manager for Tiger Beer

Company: Asia Pacific Breweries Singapore (APBS)

"We installed a neon billboard at Pearl Centre in December 2005 as part of Tiger's rebranding campaign launched in October 2005, which featured a TVC starring Hollywood IT-girl, Jessica Alba.

"The fully-animated neon billboard, comprising the vibrant mix of the brand's trademark colours, gold, blue and orange, showcases our enhanced logo with the signature Tiger icon striding forth, along with the new campaign tagline, ‘It's Time'.

"The idea of installing a neon billboard at Pearl Centre was a collective decision by APBS and its agencies, MindShare Singapore and BBDO Singapore, with the neon billboard developed to create stronger brand recall and encourage consumption of Tiger among the target audience.

"MindShare Singapore worked with Posterscope SE Asia who in turn liaised with Pearl Centre's building management to finalise the details and set-up of the neon billboard. Poster Publicity subsequently worked with a hardware/software supplier from Italy who produced the neon billboard and the lighting sequence.

"Pearl Centre was selected for its high-profile location in the Chinatown vicinity and its location at a high traffic junction ensures high visibility of the billboard among our target audience -- mainly the PMEBs/white-collared crowd working in the CBD and the Chinese-speaking consumers who live/work in and around Chinatown, both of whom enjoy drinking beer.

"In addition, there are numerous food and beverage outlets in the surrounding areas, and we want to target our key audiences at the right moment, especially in the evenings when most beer is consumed. At night, the neon billboard stands out due to its flashing sequence, and ties in well with the ‘life after dark' concept where drinkers enjoy Tiger with friends after a hard day's work.

"Tiger has the contract for the site for two years, till December 2007. As an outdoor media vehicle, the billboard is able to withstand the various weather conditions in Singapore and require minimal maintenance by the media owner, Posterscope SE Asia."

How much did it cost? Ng could not disclose figures but an out-of-home industry expert estimated the execution would have cost Asia Pacific Breweries "somewhere between $150,000 to $250,000, depending on the amount of neon used".

Monday, February 23, 2009

Tiger Beer Out of Home Advertising in Singapore and China

TPM Outdoor Productions had completed an update + upgrade in Oct 2008 for an Out of Home Advertising display at the Asia Pacific Brewries (APB) office in Singapore for one of its top brands - Tiger Beer.

This Tiger Beer outdoor advertising media is a double-sided billboard display and also a company signage as well. In fact, this spectacular is such a great landmark sign in the vincity of the Tuas area that many travelers using the Second Link to and fro Singapore and Johor Bahru (JB) often refer to this "Tiger Beer sign" as an indication!

The update for this Tiger Beer outdoor advertising media saw the change in tagline from "It's Tiger Time" to its "Enjoy Winning" The upgrade is from its former use of neon lighting to fully animated LED lighting. Here are night pictures of the new outdoor advertising display for "Enjoy Winning" Tiger Beer -

Monday, February 9, 2009

The Right Way to Harness Trees

Trees versus Billboards is a perennial debate - in Singapore, it is hands-down obvious that the trees have the most rights over almost anything including, as mentioned our previous article F1 Singapore: No Trees were Harmed

Firstly, I need to state that I am a resolute tree lover. And while I think it's great that we have a lot of trees in Singapore, sometimes it is really a little too much. Especially since trees in Singapore are almost always monotone in green thanks to our tropical weather.

I believe in the "Trees versus Billboards debate" it is a simple matter of "Who's-Here-First" and "What's The Resolution" - ie. (1) May the tree be relocated with minimal damage while keeping the interests of all parties? (2) or maybe a good pruning will suffice. It is also obvious that no outdoor advertising firm would randomly develop a new site that is surrounded by many pre-existing trees...

Thus I was really upset to see this in Jakarta, Indonesia a couple of months back:This is the absolute wrong way to harness the use of trees as the banner displays are tied with steel ropes around the palms As I understand the development of a unipole billboard is not allowed along this stretch of road but it is almost no reason. I feel painful for the trees...

On the other hand, during the Singapore Biennale 2006, artist, Yayoi Kusama “... instructed the covering of all trees in polkadot fabric, which stand on the stretch of Orchard Road from the corner of Orchard Link and Bideford Road up to the corner of Paterson and Scotts Road. Some of the trees are furthermore decorated with polkadot balls.” (taken from Universes in Universe - Worlds of Art)

Nice, impactful and also approved by NParks. Most importantly, "Trees versus Billboards”=perfect.

Tuesday, January 13, 2009

Reverse Graffiti By Caltex

Reverse graffiti spotted in Singapore today at the old Kallang Gasworks. By Caltex - Clean by Techron. It will be cleaned off completely in 8 weeks. Wonderful execution and environmentally friendly too!

It's not the first time a reverse graffiti concept is used to spread an environmental protection message. The World Carfree Day 2007 did a spectacular one in Sao Paulo as well. Nonetheless, I am really impressed by this wonderful out-of-home execution!

Really really good....

Wednesday, January 7, 2009

Outdoor Advertising Vendors in France REJOICE!

Spotted on: The BBC
French viewers have for the first time watched prime-time television without advert breaks, as President Nicolas Sarkozy's media reforms got under way.

Advertising is now banned on French public television between 8pm to 6am. All advertising will be phased out by 2011.

It is part of Mr Sarkozy's move to shake up public broadcasting which he claims will improve the quality of programming as the channels no longer have to attract large audiences in order to secure advertising revenue.
I think outdoor advertising and digital media space vendors are going to have a really good year absorbing all the “lost” dollars from the television medium.

Sunday, January 4, 2009

Insights 1: A Highly Effective Visual Impact

A picture paints a thousand words. Or in this case, more like PAIN(t) a thousand words.

It is really hard to describe pain – is it throbbing, sore, numbing blood curling or I-rather-be-dead-now etc. Given the New Year festivities, how would you describe the current hangover again? ;)

Spotted at: adgoodness

Location: Toronto, Dundas Square, Canada.
“Johnson & Johnson’s Tylenol brand posted a large backlit board with an eye catching execution of a man suffering from a bad headache. To emphasize his pain, a large wrecking ball, suspended from a 3D crane above the board, has smashed through, and stuck in the man’s forehead.”

Talk about ouch!

Saturday, January 3, 2009

Happy New Year from TPM!

Happy New Year!

With all the momentous events in the later part of 2008, it is hardly surprising that most of us are bracing for more of the worst to come. But as with all boom-bust cycles, what goes up must come down and this is also the Principle of Waves and Nodes in life.

Despite all this doom and gloom talk, a recession doesn’t mean that the world stops turning and we stop eating – it simply means a smarter way of achieving more for less and perhaps also eating less steak and more rice. It is also a good time for change as we all challenge the old ways and improve for the better.

So, as a series of changes, we at TPM will be exploring more means of helping our clients stretching their ad dollar with outdoor advertising and also work with our strategic partners to provide more value-add. I will also include more content into this blog to share general marketing insights and analysis that I have inevitably gathered in my new role in client servicing.

As usual, I welcome all comments and sharing.

Thank you for your kind support in 2008 and we look forward to helping and sharing further this 2009. Let’s start with the fun again…!