The format -- known as Advershutter -- utilises shop shutters as an advertising backdrop, and is being offered by Channel One Publishing. Its director Dennis Fahy believes that the medium offers clients the best of outdoor advertising, and at a fraction of its usual cost.
Fahy rented shop frontages in high-traffic areas such as Lan Kwai Fong and Tsim Sha Tsui. His idea paid off when Finnair booked for three months, before extending its contract for a year. "We want to use something that others have not done," said Jere Tala, country manager at Finnair Hong Kong.
Channel One developed the creative, and will also handle creative duties for Travelex--which is due to roll out a campaign in the autumn.
Shuttered retail fronts offer new outdoor canvas
A new outdoor advertising medium has hit Hong Kong's streets, securing Finnair as its first client.