Nestlé's Berry Burst ice cream bursts onto highways with 3D OOH campaign

Nestlé Malaysia's new 3D OOH campaign is bursting onto Malaysian highways as it introduces Nestlé's new ice cream, the Berry Burst sorbet stick.

The campaign aims to provide a refreshing and flavourful experience that will delight health-conscious consumers and taste buds as well as to show off the flavours consumers can expect from the product.

Don't miss: These OOH activations made a huge mark in 2023 

"The vision behind the creative idea is simple yet effective, and that is to show that Nestlé Berry Burst is made with vibrant and juicy berries, uniquely designed as a zero-fat sorbet stick," said Sui Ying Khoo, consumer marketing manager, Nestlé Ice Cream, when MARKETING-INTERACTIVE reached out. 

"From colour-striking visuals true to the product packaging, and impactful, eye-catching content across all key touchpoints such as the 3D OOH billboards at highways and social platforms, consumers are in for a refreshing treat, even for their eyes," said Khoo.

Done in partnership with MBCS, the DOOH campaign on a highway was chosen as a prominent touchpoint to reach audiences effectively and drive awareness of the new product. 

In addition, what made the idea for Berry Burst special, according to the agency, is the dynamic and eye-catching nature of 3D advertising.

Jean Tang, client services director, MBCS added: "The indulgence category is all about feasting the eyes and tickling the senses before the actual gastronomic experience begins."

For this campaign, the medium was used to showcase the epic burst of berries, helping it stand out amidst the busy highway environment for maximum visibility and impact.

On top of that, the strategic placement along the highways allowed for prolonged exposure to the campaign, as drivers and other commuters spend extended periods on these routes.

"With out-of-home, we get that opportunity to tantalise consumers at various points of the day, when they’re on the move, or at moments of boredom, and not just at point of purchase. That’s why 3D OOH was chosen over static for Berry Burst," added Tang.

"It’s a unique medium that speaks to the consumer directly, cutting through the noise to create an explosive berry experience that lingers throughout the day, evoking emotions, and feel-good memories of fun and epic times,” said Tang.

In addition to a 3D OOH ad, the campaign will also be available in-store and online across TikTok, Instagram, Facebook and YouTube. 

In an increasingly competitive and crowded advertising landscape, more brands have begun creating literal out-of-the-box campaigns by leveraging 3D billboard displays to grab audiences and capture their attention. From eCommerce platform Shopee Malaysia and Malaysian girl group Dolla traffic-stopping 3D billboard runway fashion show in Kuala Lumpur to travel and lifestyle brand TUMI's 3D display that saw bags jumping off the screen, brands have begun to get real creative recently.

These 3D billboards generally rely on the shock factor, but what is the secret to effectively utilising these displays to make a lasting impact on consumers? The answer it seems, lies in making an impact in mere seconds with hyper localised experiences and concise narratives, according to Kenneth Soh, head of marketing at Shopee Malaysia.

“Effective 3D billboard advertising requires an understanding that this has to be hyper-localised to the foot traffic of audiences in the area for maximum returns,” he said. “To capture the right audience’s attention within the fleeting moments of exposure, it is crucial to deliver simple yet stunning visuals that convey a clear and concise story,” Soh continued.

While these 3D OOH mediums have brief moments of exposure, Soh added that the activations can extend its lifespan by targeting mobile-savvy audiences through the creation of experiential moments on their phones. This can be done by encouraging them to share their billboard experiences with as many as possible.

To mitigate issues of limited exposure, especially when few billboards have 3D capabilities, Shaad Hamid, general manager, Singapore and regional head of performance marketing at GrowthOps Asia, explained that beyond turning heads, these billboards should also create a fear of missing out (FOMO).

“A good 3D billboard should not only turn heads but also generate a bit of FOMO for those who didn't experience it firsthand,” he said, adding:

3D billboards are like guerrilla marketing – they create buzz beyond those who see them directly.

Related articles:
CIMB shares CNY prosperity in new 3D DOOH campaign 
Flash Coffee HK and Nestlé Milo create unique beverage experience for consumers  
Vistar Media partners Big Tree to expand DOOH advertising across MY