Chanel banks on giant OOH building wraps to promote new collection

Chanel has displayed giant ads wrapping around Chinachem Hollywood Centre and Winsome House in Central, allowing audiences to view from the vantage point of the historical Tai Kwun and showcasing the elegance and innovation of the brand.

Done in partnership with out-of-home (OOH) player POAD, the building wraps, which aim to promote Chanel's high jewellery N°5 collection, showcase Chanel's celebration of the harmonious blend of fashion, art and innovation. It also aims to allow HongKongers to experience a captivating fusion of fashion and heritage architecture.

From the vantage point of the historical Tai Kwun, the building wrap aims to create a mesmerising juxtaposition of modernity and antiquity. While the move smells suspiciously like a marketing stunt, this display catches the attention of both local and international visitors, as it embodies an art form that reflects culture, history, and timelessness.

Moreover, audiences can view the building wraps clearly from elevated and distant viewpoints such as The Peak lookout.

Through their commitment to excellence and innovative approach, POAD hopes to surpass expectations and deliver unparalleled showcases that captivate viewers and elevate the Chanel High Jewellery Collection to unprecedented heights.

MARKETING-INTERACTIVE has reached out to POAD for more information.

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In fact, Chanel isn't the only brand which leverages such a move to capture attention. Back in September, KFC Hong Kong joined forces with Edelman Hong Kong to unveil a series of fun-looking billboards throughout the city to get curious on-lookers rocking their heads, upon the launch of its new product “FING FING Cajun Chips” (Fing Fing薯條).

The campaign was inspired by the name and fun characteristic of the new product, of which "FING FING" means “shaking” or “rocking” in Cantonese, with the chips accompanied by a sachet of Cajun seasoning and customers are encouraged to mix them together.

The billboards, which were located at tourist hotspots such as Causeway Bay, leveraged an optical trick in which the message is concealed in black lines and is only visible when the passersby rock their heads. The billboards were also launched at the same time as other FING FING Cajun Chips announcements across the city.

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