Outdoor advertising player hits the roof!

ad thumb
Listen to this article

(Marketingmagazine.com.my) -Nobody would have thought of running an ad on the roof of the Jalan Duta toll plaza, but when Andaman Media proposed the idea to client Shell Malaysia, the concept took flight.

The star

And if one saw The Star’s story about the recent CNY rush back home (picture), the traffic at Jalan Duta toll hit the front cover and the ad platform went national!

Shell obviously saw the innovation in this roof-top idea and became the pioneering marketer to use this new advertising option, with more in the offing.

tol

We spoke to S. Sooria, CEO of Andaman Media about the ‘behind the scenes’ story and he shared that more similar ads will be appearing in the coming months, starting with the toll plazas at Batu Tiga, Damansara and Subang.

He continues, “The Toll Plaza Rooftop Advertisement is the first and one-of-a-kind for outdoor advertising in Malaysia, standing out from conventional outdoor platforms like unipoles, gantries or arch billboards.”

“The entire process was split between two teams who worked from 10pm to 5am daily to complete the installation in 16 days. Stickers were hand-placed one at a time on each tile. There were many challenges, like working at night, rainy weather, etc.”

tol2

According to Sooria, there are about 500,000 vehicles travelling in and out of Kuala Lumpur using the Duta Toll Plaza daily, with an exponential increase during holidays.

Car drivers when interviewed were curious about the ad placement, saying it was impactful from a distance during the approach to the toll plaza.

On a separate note Jeff Cheah, President of the Outdoor Advertising Association of Malaysia (OAAM), shared last year that the estimated outdoor industry advertising spend size is around RM850million, while the whole industry is estimated to be worth more than RM1.2billion.

Media agencies involved in this campaign are MediaCompete Malaysia and Kinetic Worldwide Sdn Bhd. 

ad


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry. 
This is the only event where Live Presentations meets Live Judging. 
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2022 to May 2023

For more details visit https://appies.com.my/ or contact Vishnu




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene