Visual Retale, in partnership with Malaysia’s top media owners, recently launched ‘Own the streets’, a campaign encouraging ad agencies and marketers to advertise on outdoor media.
The campaign, which started on 20th of October 2023, is currently running across 68 DOOH screens and 50 LED buntings.
“Own the streets is about the power of the outdoors,” said Sailendra Kanagasundram, CEO of Visual Retale. “Outdoor is probably the oldest advertising media. You see signs on the sides of mountains, messages chiseled on ancient monuments. The fact that outdoor media exists to this day says something about its efficacy and power to influence people and culture.”
According to Henry Low, Spectrum Outdoor Marketing, “Own the streets is about taking back the streets. “It’s about using existing OOH & DOOH platforms to deliver a powerful and memorable message, both for B2C and B2B brands.”
The campaign for Own The Streets was tailored for the environment. Near traffic lights, messages read, ‘Stopping power meets purchasing power’, ‘Shift your budget into high gear’ and ‘Traffic lights. Bad for drivers. Good for Customers’.
For DOOH overlooking roads with high volume of vehicles, messages read, ‘Digital invented traffic? We were born in it.’, ‘Own the highways, own the byways, own the streets’, ‘To improve business, look for signs from above. Like this one.’
“Outdoor is an underutilized media,” says Victor Wong, Managing Director of LEDtronics Sdn Bhd. “Its power to create and establish brand authority cannot be denied. An outdoor campaign tells people this is a big brand. It’s here to stay.”
On street buntings, we read messages like, ‘Site takeover? Let’s do a street takeover’, ‘Can’t find the skip button for this ad? How sad’, ‘To get ahead in business, you need to be street smart. And road smart.’
Headlines were written by Edward Ong of Borderless, a boutique agency that ideates and develops work with client’s inhouse studios.
If you did not manage to catch it while driving around KL, look out for it at the awards show next year.
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