How do you ensure one of the oldest media platforms stays relevant in today’s market? By injecting social media into the mix. Gone are the days when strong visual impact was sufficient to stop consumers in their tracks. You need to be able to strike up a conversation and create an emotional bond with them.
Give consumers the freedom to discover and play with your idea. If they find it compelling enough, it will spread like wildfire. The age of convergence allows different media to integrate seamlessly. Traditional billboards can work together with a digital or mobile component to bring a creative idea to life in a completely new experience.
Among Tay's favourite outdoor campaigns are:
> Coca-Cola 'Happiness Machine' - Coke brings a vending machine to life on campus
> Nokia 'World's biggest signpost' - Nokia builds interaction around a giant suspended sign
> VicRoads 'City GT' - VicRoads conveys a powerful safety message via a game
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The full article was originally published as part of the Outdoor Report in the 25 March 2010 issue of Media.
Cannes Outdoor president Tay Guan Hin showcases his favourite outdoor executions
Tay Guan Hin, regional executive creative director of JWT and Cannes Outdoor president, talks outdoor executions that engage.
