Posted on by Nathalie Tay
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Rooted in Potential: How Big Tree Sprouted From a Single Spud to Redefining OOH for Three Decades
08 Oct
In an ever-evolving scene, it’s not easy to remain grounded while reaching new heights. Yet, for 30 long years, Big Tree has not only weathered the storms of the Out-of-Home (OOH) industry but has also flourished. Like a tree that grows stronger with time, Big Tree has grown and thrived, standing tall as a symbol of resilience, creativity and innovation in Malaysia’s OOH advertising landscape.
Sowing Opportunities for 30 Years
What began as the dream of three good friends has blossomed into a powerhouse in the OOH industry. The name ‘Big Tree’ itself carries a legacy. Inspired by the majestic tree that shades the prestigious Malay College Kuala Kangsar, the company’s founders envisioned their venture growing just as big.
At Big Tree, we believe that the true strength of OOH advertising lies in its ability to capture audience attention in creative and innovative ways. This belief drives us to see OOH beyond the conventional billboard. Over the years, we’ve consistently pushed the envelope, redefining what’s possible in outdoor advertising.
From picturing a television screen for a Unipole in 2001 to replicating a football field in an indoor walkway in 2004, and even recreating KitKat benches for fun little breaks at the train stations in 2005, our campaigns have always been about more than just selling products — they’re about creating experiences.
Philips constructed a larger-than-life Television screen on our Unipole in 2001.In between train arrivals, commuters got to enjoy little breaks at KL Sentral with KitKat in 2005In 2008, Energizer put up a striking 3D protrusion and LED lights along the Federal Highway — energising road users while highlighting its brand power.From transforming into an immersive football experience to displaying jeans for hands-on browsing, showcasing 3D product displays, and even becoming the country’s longest sensorial walkway, our indoor tunnel has always been a great tool for experiential advertising.
More recently, we brought a dragon to life on the streets of Kuala Lumpur using anamorphic visuals with audio, constructed Malaysia’s longest sensorial and immersive indoor tunnel using motion sensors, audio and digital screens, and even diffused the scent of coffee inside a train to ignite the human senses. Out-of-Home, as we see it, is a canvas for endless creativity, and at Big Tree, we’re committed to exploring every inch of it.
OOH advertising is unique in its ability to be both massive in reach and targeted in impact. With a vast canvas for creativity, we approach each project with a fresh perspective, tailoring solutions to meet the specific needs and objectives of our clients.
“We’re not just a media player; we’re a partner in the creative process,” says Big Tree Chief Operating Officer, Stephanie Wong. “Our commitment to providing solutions rather than simply selling space has allowed us to build long-lasting relationships and achieve sustainable growth with our clients”.
Brands have boldly embraced creativity in OOH, experimenting with floor stickers, 2D and 3D protrusions, channel lettering and ambient media to bring campaigns to life, elevating the brand experience and leaving lasting impressions.The heart of Big Tree: celebrating 30 years with the team that makes it possible.
30 Years of Thinking BIG
At the heart of Big Tree’s success are the people who have made it all possible. Our team of BIG Thinkers is a diverse mix of talents, each bringing their unique skills and perspectives to the table.
One team member has been with Big Tree for 28 of our 30 years, and his energy and enthusiasm for his work are as strong today as they were on his first day. This culture of dedication and vision has been the backbone of our success, allowing us to navigate the challenges of the industry with confidence.
To commemorate this significant milestone, Big Tree introduced a series of initiatives that reflect our appreciation for everyone who has been part of our journey.
Our “From Billboards to Backpacks” CSR programme which started as a sustainability project soon blossomed into an inspiring experience. In collaboration with Mereka Innovative Education Sdn Bhd, part of the Biji-Biji Initiative, we helped the young community of Yayasan Chow Kit not only understand the importance of sustainability but also gave them the opportunity to personalise their own creations.
The joy and pride on their faces as they customised their pencil cases was a true reflection of the impact we hoped to make. As we move forward, we’re committed to expanding these efforts, ensuring that our sustainable initiatives reach and uplift even more communities.
We introduced a fun and creative way to teach the next generation about eco-awareness by upcycling old billboard vinyl into pencil cases.
Our celebrations also invited the wider Malaysian public to engage with us through the “Jom, Teka Peribahasa!” contest. To participate, the public had to visit Big Tree’s DOOH screens, where clues were displayed exclusively, encouraging them to guess the correct Peribahasa and craft their own creative sentences.
This unique contest brought the beauty of the Malay language to life, blending traditional culture with modern technology, while creating engagement and excitement.
By leveraging the timeless wisdom of Peribahasa (Idioms), we created a fun and interactive experience that connected audiences with the essence of our Malaysian culture.
As a further expression of our commitment to growth and sustainability, we distributed eco-friendly DIY plant-growing kits to our stakeholders. These kits symbolise the growth and nurturing that has been central to our shared journey.
“For our clients, who have been with us since day one and share our love for impactful advertising, we curated a special gift — a DIY plant-growing kit. We hope that as they nurture their plants, they’ll be reminded of the flourishing journey we’ve shared and the strong roots we’ve built together,”- Stephanie.
Part of the Bigger Picture
Being a part of Media Prima Berhad’s 360-degree media and advertising solution has played a crucial role in our journey. By integrating OOH with other media platforms, we’re able to deliver campaigns that are not only impactful but also cohesive, ensuring that our client’s messages are heard loud and clear across all channels.
“This synergy has been a game-changer for us. By leveraging the strengths of each platform, we’re able to create campaigns that are greater than the sum of their parts. This holistic approach has enabled us to stay relevant in an increasingly fragmented media landscape,” notes Stephanie.
As we look to the future, we’re excited about the possibilities that digital technology brings to OOH. The rise of digital billboards and interactive displays has opened up new avenues for creativity, allowing us to engage audiences in ways that were previously unimaginable.
With a focus on innovation, we’re embracing data and audience measurement to offer more targeted, insightful and impactful OOH campaigns. At Big Tree, we’re not just embracing these changes; we’re leading the charge, continuously exploring new technologies and techniques to keep OOH at the forefront of the advertising industry.
“Our tree is deeply rooted and unshakable, but it’s also flexible, capable of adapting to the ever-changing environment. With our eyes firmly set on the horizon, we’re ready to continue our journey, growing and evolving alongside the brands we serve,” ends Stephanie.
Who knew a tree could inspire so much? At Big Tree, we did — and we’re just getting started.
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After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.
We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.
Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.
Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.
Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.
Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.
