Posted on by Raihan Hadi
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Under the Radar Advertising
29 Dec
Some years ago, McDonald’s got hold of a ton of flower seeds which are extremely rare in California.
They planted a giant M Sign on a hill next to the side of a highway. No one was told about the ploy and no one knew until the famous Golden Arches grew.
This McDonald’s ad has more staying power than any regular billboard because it’s actually illegal to remove.
The sign is the result of a seed bombing where the shape of the famous golden arches is made up of yellow California Poppies.
Designed by Sean Click, the McDonald’s logo looks like it’ll be there a long time since the poppies are illegal to pluck or cut in the state of California.
The planted ad is innovative, fun and cost effective, while the poppy is a protected state flower. And McDonald’s got a free advertisement from environmental graffiti through eco-advertising.
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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.
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