We are excited to announce that we have completed the construction of one of the biggest billboards in the Philippines located at EDSA corner Quezon Avenue, Quezon City.The first brand to be advertised is – SAN MIG LIGHT.
TheSAN MIG LIGHT BILLBOARD AT NAPOLCOM BUILDING towers over the EDSA Skyline. The gigantic billboard has a total area of approximately 18,800 sq. ft. It is massive at 188 – feet high and 100 – feet wide. With its size and stunning graphics, the SAN MIG LIGHT BILLBOARD will surely build excitement and capture the attention of its target markets.
NO METAL HALIDES WERE USED TO LIGHT THE BILLBOARD
Yes, you got that right. No metal halides were used to light this billboard because of its huge size. Instead, Luneta Advertising used 24 units of LED Projection Lights. The combined 1,000 and 1,200 LED watts were projected from a site beside the NAPOLCOM Building. The LED lights are sourced from Europe, and are more lightweight and cost efficient than the traditional metal halides.
Because there are no metal halides brackets, theSAN MIG LIGHT BILLBOARD has a cleaner look. By using LED Projection Lights theSAN MIG LIGHT BILLBOARD is evenly- and well- lit making it stand out from the other nearby billboards.
Manila, Philippines—OOH media executions remain to be a big staple in the local advertising industry. In EDSA alone, billboards line up along the iconic highway and generate a colorful and entertaining sight especially while in traffic. So undeniably, clients and OOH firms alike scour constantly for the best locations to place their ads and create the most eye-catching designs.
Renting and fabricating these billboards though is an investment one needs to deliberately and carefully think about. Not only for the budget needed for such a project, but also in ensuring that every brand can make the most out of the high reach and views a billboard can deliver.
So, what can truly make your ad standout?
1. PICKING THE RIGHT LOCATION
It all begins here. May it be due to the foot traffic, the reach, or the proximity to the product you are selling, choosing the rightful site for your billboard ad is crucial. So perhaps you’ve made the most outrageous and the most creative ad but it is located somewhere irrelevant to your brand and to your goals, what then is the point? So: Location. Location. Location.
2. DARE FOR SOMETHING NEW
Now that you’ve chosen the perfect site, it’s time to get down to the creative thinking. While possibly your brand is pretty standard in terms of execution, having a billboard site to design might give the opportunity for you to create something fresh and new. First impression is imperative to a billboard ad as most people only have a few seconds to digest your message.
Make your ads visually appealing and make your copy simple, short, and concise. You can also explore with ideas that resonate heavily to your location and make it especially endearing to the everyday people that see your site.
Humor is also another route you can go to as this not only brightens your audience’s day, but it can be quite memorable too.
3. DON’T FORGET YOUR CALL TO ACTION
A strong worded copy with a strong call to action speaks plentiful about your brand. This not only gets your brand messaging straight on, but it also entices the audience to take the next step in their purchasing journey: search for your product. While the billboard catches their attention, you must ensure that this also allows them to have enough motivation to do what you want them to do next. So, your restaurant is located in the next highway stop? TURN RIGHT ON THE NEXT EXIT. You have a 24/7 customer service? 0915-CALL-US-ANYTIME! You have a summer mall sale? RED HOT DEALS IN 2km!
Simply, get your audience to where you want them.
4. AWE THEM WITH DESIGN
While a good, honest copy can be striking, an attractive and bold design can simply be breathtaking. This can range from your brand using special materials such as neon colors, glow-in-the-dark paint, 3D fabrication, or installing digital and LED screens, once you’ve captured the audience with your visuals, it might be hard for them to take their eyes away. It wouldn’t then hurt to search for the latest trends in design, the freshest faces to use as brand ambassadors, the significance of symbols, icons, and even current events to make a long-standing statement, and then maybe, a billboard design that captures something even deeper, something emotional in order to get your message across for importantly, creative and clever executions can improve your brand awareness and recall.
There are other endless ways to explore OOH and bask in its benefits. But if you are new to this, these four points will surely give you a good start—that and of course choosing an out-of-home media partner who is ready to take on this creative journey with you and allow your brand to reach its maximum potential.
References: Dizon, A. (2018).Top 15 Eye-Catching Billboard Design Tips & Examples. [online] Fit Small Business. Available at: https://fitsmallbusiness.com/billboard-design-tips/ [Accessed 30 May 2018]. 99designs. (2018).The 5 rules of billboard design. [online] Available at: https://99designs.com/blog/tips/billboard-design-tips/ [Accessed 30 May 2018].<
Over the years, OOH campaigns have been a significant part of a brand’s strategy in communicating their message or products. With so many opportunities, executions, materials, and methods involved and plausible with OOH, the only limit is truly your imagination. See how these brands were able to use their creativity in reinventing this beloved medium and subsequently impress their audience.
The French railroad company, SNFC, stayed true to its virtues of journey, travel, and destination with their “Europe. It’s Just Next Door.” campaign. They were able to quickly, swiftly, and cleverly bridge different European cities to their home country via video boards that (literally) opened doors to the rest of Europe.
Game console company Xbox have executed a larger-than-life, attention-grabbing campaign via one of the oldest advertising mediums of all time: billboard. The only catch, they never intended their ad to be simply printed. This time, they want to promote their message in the most
experiential way possible.
Playing on childhood sentimentality of waiting for an airplane to fly across the sky, British Airway’s “Look Up” campaign has captivated audience with its ingenious idea of not only bringing attention to their airplanes on flight in real-time, but it most especially promotes that certain excitement and grandeur in the simple idea of traveling. This campaign is also a testament of the ever-growing,
ever-intelligent digital OOH.
This is one of the best examples of how out-of-home media can especially be a part of a holistic integrated campaign without actually executing much extravaganza. A billboard site, check. A cool design, check. Some witty headlines? Check. In Spotify’s 2016 year-end campaign, the brand only needed to look at their own data to create the most entertaining and most personalized ads in years. The outcome was not only eye-catching, it was worth a good laugh too.
5. Nike - “Unlimited Stadium”
Turning our attention to local execution, Nike has done it again with their “Unlimited Stadium” activation to promote their newest running shoes, the Lunar Epic. Mixing OOH and the power of digital, runners were able to compete with an avatar of themselves on the LED running track, enabling them to record and study their performance. The Unlimited Stadium not only promoted the newest shoe line, but it helped build a good training experience to Filipino and foreign runners alike.
