Many people ask me what my stand on FOOH, Faux Out of Home Advertising (fake OOH), is. As a leader of an Out of Home Advertising company, I am in full support of this marketing trend as it produces many amazing viral marketing campaigns.
But use with caution!
Indeed, Faux OOH ads amplify reach and impact with higher brand recall and awareness.But since faux ads are ‘fake’ by nature, they can erode brand trust and credibility, leading consumers to question whether what they see is real or not.
To ensure that faux ads remain beneficial to brands ultimately:
● Trust and Authenticity is the ultimate currency: It’s essential to consider the perspective of trust and authenticity, especially when dealing with fDOOH. These campaigns should be executed with the rightful media owner to maintain integrity and transparency. WYSISYG and more! It is truly Online to Offline and Online again (o2o) as the campaigns happen in the real world and the digital space is beautifully integrated. This approach upholds the value of the medium and ensures that the audience’s trust is preserved, which is critical for long-term brand credibility.
● Location Location Location: The campaign’s location is a crucial factor that can make or break its success. Whether opting for traditional or faux OOH, brands need to select locations that resonate with the campaign’s key message. The right location enhances the impact of the campaign, playing up the context of the location is the extra hot oomph that reinforces the brand’s message in an impactful
Adidas’ latest faux OOH ad features a giant version of the brand’s Fussball Liebe Finale Match Ball in Singapore was “seen” rolling out of the giant billboard LED screen at Queensway Shopping Centre towards Jalan Besar Stadium, and then at Kallang Wave Mall before finally arriving at Jewel Changi Airport.
These carefully chosen locations in the ad align with the theme of the advertisement in support of the UEFA European Football Championships 2024.
As a renowned sports apparel and equipment shopping mall, and the home of Football gears, no wonder Queensway Shopping Centre’s LED billboard was chosen to KICK START the ad. Jalan Besar Stadium is the home of the FAS – Football Association of Singapore and finally “landing” at the iconic Jewel is indeed a landmark of internationalism and cool retailers!
What is Faux Out of Home Adverising (fDooh)?
Fake or Faux Out of Home Advertising refers to advertisements that incorporate 3D elements into real videos or photos using Computer-Generated Imagery (CGI), creating almost unimaginable yet realistic creative visuals to promote products.
Faux OOH came into popularity last year (2023), with multiple luxury fashion brands such as Jacquemas, Isabel Marant and Alexander Wang taking to social media with their own faux OOH ads.
Jacquemus Giant Handbags in Paris
Jacquemus sent giant car-like Bambino bags down the streets of Paris. Aweing even public figures and influencers, the brand’s Instagram post managed to reach millions of likes and reactions.
Maybelline’s Sky High Mascara on London’s Transportation
@maybelline 📣 All aboard the Sky High Mascara Express ✨🚄 After hitting the NYC Streets, we’re taking over London💂🇬🇧 We are on the move with #SkyHighMascara elevating your lash game to new heights🌤️ 🌇 it’s guaranteed to serve limitless lash length 📏 and full volume😍 #Maybelline ♬ original sound - Maybelline NY
The subways and buses in London were topped with giant eyelashes and appeared to pass through Maybelline’s giant mascara wands at the station or at the lamppost. This intriguing ad captivated TikTok netizens and left them searching for the location in London
And closer to home in Singapore is the Adidas Fussballliebe Finale Match Ball
Adidas features its Fussballliebe Finale Match Ball in an enthralling 3D ad that shows a giant version of the brand’s ball rolling out of the LED screen at Queensway Shopping Centre to Jalan Besar Stadium, Kallang Wave Mall before finally arriving at Jewel Changi Airport. The carefully chosen locations in the ad align with the theme of the advertisement in support of the UEFA European Football Championships 2024.
So how do FDOOH and DOOH compare?
FOOH (Faux Out of Home Advertising)
DOOH (Digital Out of Home Advertising)
Imagine a billboard that’s more than just a billboard, it’s an experience. At Fahrenheit in Kuala Lumpur, outdoor advertising has reached new heights with their 3D Faux Digital Out-of-Home (FDOOH) displays. This innovative approach blends cutting-edge CGI with reality, making ads leap out of the screen and into the real world. Picture a cat seemingly jumping out at you, turning a simple advertisement into an immersive moment that captivates and surprises.
Having both online and physical OOH executions tick the Trust factor and being located opposite the Pavilion Bukit Bintang the Location is unbeatable. This FDOOH displays transform the visual landscape, creating a mesmerizing fusion of digital and physical elements that redefines traditional advertising. It’s like stepping into a blockbuster movie, where every passerby becomes part of the action. While Fahrenheit also offers traditional DOOH ads, the difference is striking, the 3D FDOOH is a dynamic, attention-grabbing spectacle, while the traditional ads has been amplified tremendously.
Past Outdoor Advertising Campaigns at Queensway Shopping Centre
Adidas
Adidas is not new to the LED screen at Queensway Shopping Centre. This year, Adidas showcased their new campaign on the LED screen, garnering attention from pedestrians at the traffic light and sports enthusiasts visiting the mall.
Ultifresh
Ultifresh, a Singapore-based brand renowned for its sustainable clothing and uniforms that offer advanced anti-bacterial and anti-odour solutions, is perfect for sports enthusiasts. Advertising at Queensway Shopping Centre, seamlessly aligns with its ideal audience
Under Armour
In 2022, Under Armour advertised at Queensway Shopping Centre, announcing the new opening of its store on the first level of the mall, directly driving traffic to the store and boosting brand sales.
Nike
Over the years, Nike has also featured multiple campaigns at the sports and apparel mall. Below is a campaign that was held in 2016. Nike leveraged multiple static banners on the frontage of the mall to convey a compelling campaign message and grabbed the attention of onlookers from afar
Check out other brands that are advertised at Queensway Shopping Centre. Our clients can now use static billboards, building wraps, dynamic LED screens, 3D LED creatives, event activation and fDOOH execution at Queensway Shopping Centre. Let us make Out of Home powerful and effective advertising for your brand today.
#ThePerfectMedia #OOH #DOOH
