These OOH activations made a huge mark in 2023

In a world of TikTok trends, social media influencers and hashtags, one might think that digital advertising rules all. Or worse, that there's nothing advertisers can do to cut through the online noise. To that, advertisers in the APAC region have shown time and time again that out-of-home (OOH) and digital out-of-home (DOOH) ads are the way to go. 

Recently, research group IMARC said that the DOOH market will hit USD$18 billion by 2028 and we can certainly see why considering how much effort marketers are putting into standing out in the space. 

From towering buildings to products popping out of 3D screens, MARKETING-INTERACTIVE has narrowed down the biggest and most interesting OOH ads that caught our eye this year. 

Don't miss: Sephora Malaysia unwraps first-ever 3D interactive show this Christmas 

1. Charles & Keith

In May 2023, fashion brand Charles & Keith launched a 3D video featuring South Korean girl group ITZY as part of its summer 2023 collection promotions.

In the DOOH ad, the girl group shared the limelight with the brand's cocoon curved handle bag where they don the new design and showed off the various colours it comes in. The 3D ad was displayed at the world-famous crosswalk in Shinjuku. It came after the news of ITZY's appointment as Charles & Keith's newest global ambassador in August 2022. 

2. Julie's Biscuits Malaysia

Malaysian biscuit manufacturing company Julie's Biscuits celebrated Malaysian actress Michelle Yeoh's historic Academy award win this year with a massive OOH billboard.

Yeoh is the first Asian to take home the statuette for this category so to pay tribute to her 40-year journey, Julie’s Biscuits published congratulatory messages to Yeoh in out-of-home media in Malaysia as well as across its social media platforms.

The tribute featured a revamped version of the Julie’s Biscuits logo to resemble Yeoh. The logo was accompanied by a congratulatory message to the Ipoh-born actress.

3. McDonald's Malaysia

An icon met an icon on International French Fry Day this July when McDonald's Malaysia and KL Tower partnered up to light up the Kuala Lumpur night sky with 'The Tallest French Fry in Malaysia'. The fast-food chain transformed the iconic building into a larger-than-life french fry, symbolising the unity of two beloved icons that hold a special place in the hearts of Malaysians. 

The OOH ad served as tribute to the unwavering popularity of McDonald's French Fries amongst Malaysians of all ages and aimed to showcase how McDonald's french fries can bring people together, spark conversations and how it's become one of the most essential items at the fast-food chain's menu. 

4. Nespresso

Earlier in April, coffee brand Nespresso launched its Nespresso Vertuo Pop OOH campaign. As part of its campaign, Nespresso turned the Thomson-East Coast Line Orchard MRT into a sensorial coffee experience that echoes the campaign's message of "Enjoy coffee your way and experience perfection with one touch".

Coffee scents were emitted along the linkway connecting Orchard MRT and ION Orchard shopping mall throughout the campaign to immerse commuters along their journey to and from the station. The linkway featured a 20-meter-long LED wall and a huge wallscape in which Nespresso showcased its Vertua Pop coffee machines. 

That's not all though, the linkway also leads straight towards the newly relocated Nespresso ION Orchard Boutique. 

5. Shopee Malaysia

In celebration of its 11.11 campaign, eCommerce platform Shopee Malaysia took over traffic in Kuala Lumpur with a new 3D billboard runaway fashion show. 

Located in front of the KLCC Twin Tower, the 3D billboard teased the question "Siapa Mereka" (Who are they?) and invited audiences to guess the identities of four doll-like women striking poses inside four giant orange boxes. Three days later, the women on the ad were revealed to be local girl-group Dolla who leapt out to reveal fashion and beauty items available on Shopee.

In addition, Dolla sang and danced to a remake of their best-selling hit BAD on the 3D ad. A QR code was also displayed on the side where customers could scan to be taken to Shopee Live and claim vouchers.

6. TUMI Suitcases

Travel and lifestyle brand Tumi promoted its TEGRA-LITE hardside luggage collection with a 3D OOH ad this year. The 30-second advertisement used 3D anamorphic billboards and created the illusion of the suitcases coming together in mid-air. The suitcases would collide with the surrounding walls in an attempt to illustrate the durability of the product's Tegris material. 

The 3D ad launched in Malaysia on 1 October and will run till January 2024 in Indonesia, the Philippines, Korea, Japan and Dubai. 

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