Klook takes to the skies in new fake OOH TikTok ad

Online booking platform Klook has unveiled an interactive digital ad on social media platform TikTok. In the interactive ad, a man is seen walking down a bridge with Marina Bay Sands in the backdrop. In his hands are a bouquet of balloons. He later releases the balloons into the sky. 

As the camera pans up to the sky, a digital plane flies across the screen. Tied to the tail of the plane is a banner which reads "The biggest travel sale of the decade". 

The caption accompanying the TikTok interactive ad says, "It's our birthday, but you're getting the gifts". It was later followed by the hashtags '#KlookTurns10' and '#KlookBirthday'. 

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The ad comes as Klook launches a sale for its 10th anniversary, MARKETING-INTERACTIVE understands. “Launching our biggest-ever sale for Klook’s 10th anniversary isn’t just about great deals—it’s about exciting and entertaining users from the moment of discovery. To stand out during festivals such as 10.10, brands need to be bold, creative, and as entertaining as they are informative. Finding that balance takes craft, guts, and a bit of faith," said Klook vice president of global marketing, Marcus Yong.

Yong said that Klook's 10th birthday sale was also the "perfect chance" to push boundaries and experiment with formats that captivate audiences. 

"This campaign goes beyond interactivity, using AI to create pseudo-real OOH ads against iconic travel landmarks. By bringing this to life on TikTok, we’re engaging today’s travellers in a dynamic, unforgettable way," added Yong.

Thus far, the interactive ad has received "phenomenal" responses and has drove demand for the brand's 10.10 sale, according to Yong. 

"It’s been so successful that we’re extending the flash sale for a second round," he added. 

Such interactive digital ads, otherwise known as fake out of home (FOOH) ads (FOOH) are becoming increasingly popular in Singapore. Recently, Starbucks Singapore celebrated all things local for the eighth year in a row with its new "Shiok-Ah-CCino" campaign.

As part of the campaign, Starbucks transformed Singapore's central business district and iconic tourist attractions into a dynamic stage using FOOH ads. In one FOOH video, the Starbucks outlet located near Marina Bay Sands saw the two new drinks landing on its roof. A character named Merlion Bearista is then seen entering the frame, jumping for joy, and heading into the store. 

In another FOOH video, Merlion Bearista erupts from the Singapore River, holding each of the new drinks in its hand. Merlion Berista then splashes water into the screen using its tail. 

Saying that, FOOH ads are relatively new in the industry. "The advertising industry has yet to receive clear regulations on fake OOH (FOOH) campaigns and executions," Chloe Neo, CEO, Omnicom Media Group Singapore and chair for the media and OOH charter, Association of Advertising and Marketing Singapore (AAMS) in a conversation with MARKETING-INTERACTIVE earlier in July. 

She added that existing OOH regulations govern the use of physical real estate and do not extend into the use of virtual or air space.

"With the advent of new media formats and advanced technology, until the appropriate regulation is introduced, there is the due diligence consumers would expect from trusted brands and their partner agencies to ensure that creativity, authenticity, and trust are never mutually exclusive," said Neo.

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What are some of the must-know rules and regulations around fake OOH ads in SG?