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CIMB at Soekarno Hatta International
Airport, Jakarta, Indonesia
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Hitachi at Jakarta Highway (Jl. Jend Gatot
Subroto), Indonesia
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24 hours, 7 days a week constant exposure
>
You
can never turn them off. It is not
something people can click to close a window or turn the page to make it stop
‘bothering’ them by being in their sight. Be it day or night, rain or shine,
outdoor media stay there no matter what, continuously transmitting messages
that they are supposed to.
>
The
airport is a good example of a constant exposure, where there are people walking
around 24/7. The CIMB lightbox at Jakarta International Airport, one of the
busiest airports in the world, is located at the International Departure
boarding area.
>
Alternatively,
there is also the highway in Jakarta. Being labeled one of the ‘worst traffic
in the world’ means that it has one of the highest vehicular traffics too. With
this fact, it is for certain that the billboards located there are being seen
by thousands of people each day.
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| ART-vertisement: OCBC Campaign at Raffles Place, Singapore |
Design Possibilities: Creative Outdoor
> There are endless ways of portraying your ideas or sending your messages across to public. Your idea is only limited by your own creativity. There are so many different types of outdoor advertising that you can explore. Billboards alone can be varied into back-lit, front-lit, tri-vision or even digital.
> Portrayed above is OCBC’s Stay Curious Campaign which was executed back in 2007.
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| M1 at People’s Park Complex, Singapore |
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| SingTel at Batam Centre Point Ferry Terminal, Indonesia |
Specific target in specific location
>
Outdoor
advertising lets you choose to whom you wish to present your material to. For
example, if you’re targeting athletes or active sport goers, you might pick an
LED billboard in the stadium. If you’re
targeting teens, then you might pick locations near the arcade or fast food
restaurants perhaps. If you’re targeting the senior citizens, maybe places such
as the park or the hospital.
> In
the first image above, M1 is targeting the crowd exiting the MRT station –specifically
towards the Chinese community, as it is located at Chinatown. This explains why
the advertisement is in Chinese. The ads for SingTel, on the other hand, are
all in Bahasa Indonesia. They are targeting the Indonesians / tourists
travelling to Singapore to purchase their hi!Tourist prepaid cards upon
arrival.
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| FLIR & Toshiba at Sim Lim Square, Singapore |
No escape; More people spend their
time out-of-home than indoors
>
It
is a known fact that these days, people are mostly travelling out rather than
staying in. Especially in a fast moving country, everybody wants to be
up-to-date –be it with the latest fashion trends, hanging out at the most hip
cafes or catch the hit movie that people have been anxiously waiting. This
means that they have to travel or eat out, which leads to yet another reason
why people travel; to work a part/full-time job so that they could afford their
lifestyle.
>
Most
technophiles would probably frequent I.T. malls such as Sim Lim Square –
perfect for Toshiba’s new Qosmio X370 notebook launch.
>
It
is also the ideal location for FLIR to promote their new infrared cameras with
the tagline, ‘Delivering the future of infrared.’ These are thermal cameras for
electrical & mechanical, made to detect safety hazards before they happen.
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| Citibank at Soekarno Hatta International Airport, Jakarta, Indonesia |
Impactful, Impressive &
Influential
>
The
reason Out-of-Home (OOH) media is called “out-of-home” is because they are information
that is consumed outside of homes. OOH media are mostly in large formats. Such
examples are the big LED screens on the inside or outside of malls and the huge
billboards on the highways. They are meant to be eye-catchy so the larger the
better. Billboards are strategically places in prominent places where the big
crowds and heavy traffics are. People may not realize but billboards send their
messages across subliminally. This means that you may not remember where or how
you see it, but your brain already has that knowledge stored just by glancing –especially
if you keep going to and fro the same route and seeing the same thing
repeatedly.
>
What
is better than a static image advertisement? An interactive one. Citibank
advertises at our LCD screens in Jakarta International Airport to target the business
frequent flyers and the middle to high class people. A moving / changing visual
would certainly grab the attention and curiosity of viewers. This is how OOH
media can be engaging.
After all that is stated above, don’t you want to consider giving OOH media a shot yourself? To find out more on how this can be useful to you, drop us a ring at 0811 7747 888.
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