British Airways - #lookup in Piccadilly Circus

[Taken from youtbue...]Courtesy of a little digital magic, the young man in this poster really does know when it's a British Airways plane. And that really is the actual flight number and where it's flying in from.

From Adage 

British Airways' "Magic of Flying" by OgilvyOne, London, took home the Grand Prix in the direct category at the Cannes Lions International Festival of Creativity. Great fun! Children love watching aeroplanes fly by. Guess, this is a great Children's Day message too.

Salute to Mini drivers!

By Chris Ong

Nothing beats the feeling of assurance and satisfaction after purchasing a new product or owning one of it. Be it the newest iPhone or the new pair of Nike shoes that you bought, we love the feeling of being appreciated and also to be assured that we have made the right choice.

Mr Bean might have made it even cooler, but owning one of the few mini that are zooming in the roads seems like a dream to me. They are always such a pleasant thing to watch when they drive pass me.

As a form of gratitude and a salute to these mini “heroes” out there, mini came out with one unique campaign to let them know that they are special and appreciated.

Along the streets of London Cromwell Road, these digital outdoor billboards are out there “recognizing” the mini drivers out there to change the message accordingly. Spotters will be out there taking note of the mini’s model, Color and also gender to trigger the billboards along the roads to display the corresponding messages, this ingenious way of using the interaction on the roads to capture the attention of the divers really intrigues me.




"Hey Red Mini, What's Your Secret?"



Looking Hip there red Mini

Greetings, Black Mini

Let messages like “Hello there blue Mini drive” or “Hey Cream Mini, what’s your secret?” to greet you in the morning when drivers are heading to work. A “Thank you” gift at the end of the road which ranges from a good morning breakfast to a tank of free petrol will be given to the lucky driver that was spotted.  

Imagine the feeling of the other commuters along the road when your car was “Greeted” on the large billboard, I bet there will want to own a mini of their own too. Just like how Mr Bean acknowledge the same Mini that Emma de Caunes drove.

The "Kid" Within Me

By Chris Ong 

Yearly, June marks an important month for me, it's not just only the month that I was born in, but also the month where gaming’s most important expo would be held. Since 1995, the Electronic and Entertainment Expo (E3) would gather thousands of professional in this industry for major announcement and the giants will share their vision and plans for the year. Same for this year, some 48,000 people from 102 different countries attended the event held from 11^th to 13^thof June.

If you still think that gaming are for kids, then tell that to giants like Sony, Microsoft, Nintendo and Electronic Arts who are pumping crazy amount of money into this business.

Think twice if you think that gaming would not need any advertising. What can be better than seeing your favourite video game character which you see only on your digital screen, appearing on a big billboard, poising to strike. This not only sets my blood rushing but also brings me to another level of excitement and anticipation for the game. Evidence? We are already seeing more outdoor and indoor banners at this year’s expo.

Banners within the Expo Area, Beautiful aren't they?

Batman and Assassin's Creed, what more can I ask for!

All geared for next generation!

The highlight for this year’s event was the revelation of the next generation console from both Sony and Microsoft. All eyes are on Sony since they announced the new Playstation 4 console since February this year. Here’s the catch, they announced it without showing the world how does the physical console looks like, therefore, people from the industry and also the public wants to catch a glimpse of this beast in E3 this year.

Sony sure knows how to tease the people, just one day before the great event, a campaign was launched on the digital screens along the streets of London, Birmingham, Manchester and Leeds during the rush hours. With the display only showing the message “See You In The Morning”.  

Along the busy streets

See you In the Morning!

This teaser campaign helps to build anticipation and excitement for the event and the great revelation form Sony. Next morning, just a few hours after (Time zone difference) their official launch in Los Angeles, these screen immediately changed the message and along with the world, revealed the look of the new Playstation 4.

Revelation of the console along with the whole world!

We really saw them the next morning

This would be the very first reveal of the design and look of Sony’s black box console that goes on sale later this year. What I really love about this campaign is the simultaneous launch and announcement of the highly anticipated home entertainment system which captures and teased the thousands of traffics users along the streets since the previous day. As mentioned by the Associate Director of the site owners, Ocean Outdoor, “This is a genius use of premium digital outdoor to head one of the most anticipated launches in the home entertainment sector of the year”

Back in Singapore, our own team have helped Electronic Arts (EA) with their launch of the yearly and highly anticipated sports title, NBA2K12 back in 2011. Situated strategically on the LED screen in the only mall that has more sports equipment than the whole of Orchard 313, this display that was at Queensway Shopping Centre not only targets on the massive amount of sports enthusiast daily, but also the heavy traffic at every hour.

Keep the "Game" moving

Capturing the crowd that is waiting for the traffic

Combine with a Die-cut display of the game’s logo, it manage to generate more buzz and attention to passer-by. With a mall totally dedicated for electronic device, Sim Lim Square would also be the top location that these companies can advertise in to reach out to their mass consumers. Gaming culture might not be that big in Singapore, but recently, I’ve seen more and more games doing their advertising outdoor to reach out to more people. I, for one, strongly feel that this trend will grow and believe that gaming companies will make use of this media to further create their awareness globally.

Kirk! NFC me the Enterprise! - By Chris Ong

By Chris Ong 

I have a confession to make, I am hooked onto the new Star Trek movie officially. I am no fan of the original series but ever since watching the new movie that was launched around 2 weeks ago, this reboot of the original franchise have been stuck in my mind since then.

As amazing as the new movie, I have notice that Paramount Pictures have also went a step further with their marketing effort of this new addition into the movie series. Teaming with contactless specialist Blue Bite and mobile marketing agency Joule, they have come out with a brilliant movie poster that can be interacted with the newest NFC technology.

Showing off the new “communicator”

The poster shows commander kirk holding what appears to be a communicator (seen in the movie). What’s interesting is this communicator works as a communication point between the poster and us, beaming us information for the movies into our mobile devices using the NFC technology. As simple and amazing as this seems, this greatly enhance the interaction between the static poster and targeted audience. Even without the NFC, the poster works as great medium / channel for advertising of movies. As if we need more prove, with research showing more than 70% of US adults notice outdoor advertising and 40% saying OOH media promotes them to visit a store or watch a TV programme.

Greg Crockart, co-president, Joule, mentioned: “Star Trek represented the perfect title for us to launch an NFC enabled campaign. The high tech feel of ‘Scanning’ an NFC chip combined perfected with he star Trek brand.”

Before I sign off, I want to share another interesting advertisement which hitched a ride with the Enterprise which feature no other than Spock (Leonard Nimoy) and Spock (Zachary Quinto).

 So, if you may pardon me, I have a planet to go explore. “KIRK! Beam me up to the Enterprise!”