Out of home is looking brave: How Bravo Media challenges the status quo

Once seen as the gentle giants of billboard advertising, out-of-home (OOH) advertising has come a long way – adapting to new technologies and changing consumer behaviours. Today, OOH advertising remains a strong force within the marketing mix, where according to a report from GlobeNewswire, the global OOH market is projected to reach approximately US$41 billion by 2025.

Leading the charge in Hong Kong when it comes to innovation is three-year-old company Bravo Media which is actively converting an age-old legacy by embracing new formats that resonate with the modern-day consumer. Despite being relatively new to the scene, it boasts a team with decades of collective expertise in the media and advertising industries, comprising over 100 talented individuals.

In a conversation with MARKETING-INTERACTIVE, Richard Petignaud, managing director of Bravo Media, said its unique DNA comes from its name BRAVO – bold, revolutionary, agile, visionary, and opportunistic.

“The DNA guides our mission to challenge the status quo of the industry,” he said.

One such means through which Bravo showed its prowess was the launch of high-impact bus body ads which brought a fresh look to traditional bus body advertising in Hong Kong. The never-before-seen offering caught the overwhelming attention of marketers and ad industry professionals. It also prompted its competitors to follow suit.

Petignaud said being young and agile as a company, but having the expertise of veterans means it can identify opportunities that others might overlook. “There is a vibrant organisational culture driven by an entrepreneurial spirit in its teams,” he said.

When asked how this entrepreneurial spirit has been utilised to bring in day-to-day opportunities for the company, he shared the example of when the team noticed an increase in the number of Hong Kong people moving to the Northwestern New Territories.

Not wanting to miss a beat, Bravo Media decided to highlight the true value of hidden gems – the often-overlooked media options on the MTR Light Rail and MTR Bus – which are crucial in areas with substantial and growing populations with high purchasing power.

Another instance of staying ahead of the curve was when there was a change in consumer behaviour with an increase in northbound and southbound travellers who enjoyed leisure trips to Mainland China.

The team at Bravo Media decided to quickly optimise its media resources by increasing the advertising inventory with direct access to the cross-border control points, including Citybus bus body and MTR advertising, to provide strong coverage for these travellers for brands seeking an on-target reach to these active consumers.

“At Bravo Media, we hold the founder’s mentality with a dedication to innovation, forging strategic partnerships, and upholding operational excellence,” Petignaud said. He added that being innovative is a must for every member of the Bravo Media team.

This innovative spirit has led to the birth of exciting new formats which leverage technology and creative concepts to captivate an audience’s attention effectively. Being conscious of the world around it, the team always tries to create eco-friendly advertising solutions, helping brands to align with its ESG strategy while providing comprehensive hassle-free one-stop services inclusive of media solutions, creative development, marketing support, production, and installation.

Innovative solutions for clients

Bravo Media works with international and regional brands and local government bodies. Some of its major clients include HSBC, DBS, Coca-Cola, Disneyland, and MasterCard, among others.

Recently, the team collaborated with Yanghe Distillery for “Dream of The Blue”, a premium Chinese Baijiu spirit, aiming to enhance brand awareness among affluent individuals in Hong Kong.

Accepting Bravo Media’s proposal with the use of electro luminescent technology on the Premium Super Bus, the brand was empowered to create a captivating bus body wrap showcased on selected CBD routes in Hong Kong. Particularly striking at night, this initiative left a lasting visual impact, illuminating urban dreams and fostering a profound emotional connection between the brand and its audience, significantly escalating awareness to its maximum potential.

When asked what the company has planned for the future, Petignaud said it is proactively pursuing growth opportunities wherever they arise.

“Leveraging our team's extensive experience in the Asia Pacific region, we are keen on exploring potential ventures in the Southeast Asia region and the Greater Bay Area,” he said.

“As a forward-thinking media agency, our track record of securing competitive tenders and achieving rapid expansion has earned recognition within the industry. This success has positioned us to receive tender invitations from various public transport operators, signalling a promising trajectory for our future development.”

This article was written in collaboration with Bravo Media.