Tag: guerrilla marketing
Can we allow ‘real life’ games in our museums ala Da Vinci Code and the Louvre? (source of image)
Should we allow people to ‘play’ in the museums? How much leeway should we provide for spontaneous citizen initiated activities and when should we say no?
In my recent series of posts, I have blogged about the increasing prevalence and popularity of outdoor advertising in Singapore. As cited in a recent survey, both taxi and bus advertising are on the increase. The growth in outdoor advertising has in fact led to the creation of its own awards – the Singapore Outdoor Advertising Award. It has also resulted in media behemoth Singapore Press Holdings (SPH) acquiring Media Box Office in 2005, allowing it to provide an integrated media solution to advertisers covering print, radio, online and outdoor channels.
As an advertising space, outdoor media opportunities have their pros and cons. I firmly believe that they do a lot of good for branding and positioning, as well as create greater consumer awareness. After all, most outdoor displays are highly visible, brand-driven, and specially designed to capture your attention. They are what I would call the widest end of the funnel – the first stop if you may to pique customer curiosity and generate interest.
The flip side about outdoor advertising is that it may be less effective in tactical and short-term campaigns. When you have a time-limited offer or promotion, TV, newspapers or flyers still work better. Often, the best integrated marketing communication campaigns employ a mix of outdoor, mass media, and on site marketing to generate the best response.
Many would have noticed the return of the colourful cows in open fields in the city. Those of us in the marcoms profession may recognise these “moo-ing” mascots to belong to Moove Media, an outdoor advertising company owned by the transport behemoth ComfortDelgro group – a conglomerate which operates most of the buses and taxis in Singapore.
Apparently, these latest “herds” of cattles are part of an Adopt A Cow promotion that the company is running. You can actually bring home a cow at only S$100 each. What’s more, there are 5 of these cute cattle friends with different names to choose from.