The Evolution of Out-of-Home Advertising: From Traditional to Digital to “Fake”
The Out-of-Home (OOH) advertising landscape in Asia is undergoing a remarkable transformation, with investments and innovations reshaping how brands connect with audiences in public spaces. Let's explore this evolution and the emergence of an intriguing new trend: Fake Out-of-Home (FOOH) advertising.
The Asian OOH Market: A Growing Investment
The Asian OOH advertising market demonstrates robust growth, with the average ad spending per capita projected to reach US$3.71 in 2024. In specific markets like Hong Kong, traditional billboard advertising costs can range from US$19,000 to US$128,000, while Singapore sees monthly rates between US$2,000 and US$15,000 for premium locations.
The Digital Revolution in OOH
The transition from traditional to Digital Out-of-Home (DOOH) advertising marks a significant shift in the industry. The Asia-Pacific DOOH market is set for explosive growth, expected to expand from US$19.26 billion in 2024 to US$34.45 billion by 2029, reflecting a remarkable CAGR of 12.34%. This growth is driven by enhanced data capabilities, programmatic advertising, and the ability to deliver more targeted, dynamic content.
Enter FOOH: The Next Evolution
Fake Out-of-Home advertising represents the latest innovation in the OOH space. Unlike traditional or digital OOH, FOOH creates the illusion of outdoor advertisements that don't physically exist, leveraging technologies like CGI and augmented reality to create shareable, viral content.
How FOOH Works
FOOH campaigns typically involve:
- Creating hyper-realistic digital content that appears to exist in real-world locations
- Utilizing advanced CGI and AR technologies
- Designing content specifically for social media amplification
- Blending reality with digital elements to create surprising, shareable moments
The Technology Behind FOOH
FOOH is powered by:
- Advanced Computer-Generated Imagery (CGI)
- Augmented Reality (AR) technology
- High-quality video production
- Social media integration tools
Success Stories in FOOH
Several major brands have successfully leveraged FOOH:
- Mattel's Barbie campaign in Dubai featuring a giant walking Barbie
- Maybelline's Sky-High mascara campaign across New York City and London
- JD Sports' creative Big Ben activation
- Marvel's Spider-Man 2 launch in Paris
WE-AR's FOOH Success: The Chupa Chups Case Study
A notable example of FOOH's potential is WE-AR's collaboration with Chupa Chups. The campaign, set against Seoul's Seokchon Lake, featured a virtual Ferris wheel that would have been cost-prohibitive to construct in reality. The campaign achieved remarkable success with 10 million cumulative views, demonstrating FOOH's ability to create impactful, shareable content at a fraction of the cost of traditional OOH installations. View the campaign here. Read about their Case Study here.
FOOH vs Traditional OOH: Key Advantages and Disadvantages
Advantages of FOOH:
- Lower production and placement costs
- Greater creative flexibility
- Higher viral potential
- Enhanced engagement through social media
- Easier to modify and update content
Disadvantages of FOOH:
- Limited to digital viewing
- Requires social media distribution
- May not reach traditional OOH audiences
- Dependent on digital engagement
As the advertising landscape continues to evolve, FOOH represents an exciting frontier that combines creativity, technology, and social media engagement to create memorable brand experiences. While traditional OOH and DOOH remain valuable, FOOH offers a new way for brands to capture attention and drive engagement in an increasingly digital world. Curious about how you can marry the best of both worlds? Have a chat with us!
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Citations:
[1] https://www.statista.com/outlook/amo/advertising/out-of-home-advertising/asia
[2] https://adintime.hk/en/blog/2024-guide-outdoor-advertising-ooh-costs-in-hong-kong-n124
[3] https://adintime.com/en/blog/ooh-out-of-home-formats-and-rates-n35
[4] https://www.billboardsin.com/market/singapore-singapore-singapore/billboards/
[5] https://www.statista.com/outlook/amo/advertising/out-of-home-advertising/southeast-asia
[6] https://www.mordorintelligence.com/industry-reports/asia-pacific-digital-out-of-home-dooh-market
[7] https://mediaonemarketing.com.sg/out-of-home-advertisement-work-singapore/
[8] https://www.marketingcharts.com/cross-media-and-traditional-232272
Much Ado About Labubu: How a Quirky Doll Became Asia's Must-Have Collectible
In the ever-evolving landscape of collectible toys, few items have captured the imagination of Southeast Asian consumers quite like the Labubu doll of late, perhaps almost out beating Action City Be@rBrick toys. Created by artist Kasing Lung in 2015, these impish creatures with their distinctive pointy ears, sharp teeth, and mischievous smiles have transformed from niche collectibles into a cultural phenomenon that's reshaping the luxury toy market starting this year.
In this case study, I would like to share some insights around the phenomenal rise to fame of the Labubu toy.
The Power of Celebrity Influence
The Labubu craze reached new heights in early 2024 when BLACKPINK's Lisa shared photos of herself with Labubu plushies on social media. This single action triggered a dramatic chain reaction across Southeast Asia, particularly in Thailand, where the dolls quickly became must-have accessories. The impact was immediate and substantial—prices soared from their original THB 550 (USD 16.3) to an astounding THB 10,000 (USD 296.3) in resale markets.
More Than Just a Toy. It’s a Cultural Statement
What makes Labubu's success particularly fascinating is its evolution from what seems like a simple toy to a multifaceted cultural icon. Today, Labubu dolls serve several distinct purposes:
Fashion Statement
Commonly seen adorning luxury bags like Birkins and Kellys; lending a somewhat quirky touch
Used as sophisticated accessories by fashion influencers
Integrated into personal style statements that consumers consider as being representative of their personality
Status Symbol
Limited editions create exclusivity, which in turn create demand
Rare pieces command premium prices similar to luxury bags
Ownership signals cultural awareness and sophistication of a different level
Investment Asset
Collectors view certain editions as investment opportunities, perhaps no different from say a Louis Vuitton Vivienne Doll
Limited releases drive speculative purchasing
Secondary market values continue to appreciate due to scarcity
Labubu Rise to fame across of SEA
The spread of Labubu fever across Southeast Asia reveals interesting market dynamics:
Thailand
The first Labubu-themed store in Bangkok generated USD 1.4 million on opening day
This was backed by strong celebrity and influencer adoption
Plus clever integration with tourism promotion initiatives
Singapore
Successfully localized through special editions (e.g., Merlion Labubu keychain)
Backed by strong retail presence
Supported by high engagement among young professionals, where it was reported someone spent as much as $10,000 a month on the dolls!
Malaysia and Indonesia
Seeing growing market penetration
Especially rising popularity among 18-35 consumers
Backed by increasing presence through pop-up stores and online platforms
The Psychology Behind the Phenomenon
The unprecedented success of Labubu can be attributed to several psychological factors:
Emotional Connection
It bears design elements that trigger protective instincts
Its features appeal to both childlike wonder and adult sophistication
All this invoke strong nostalgic elements
Community Building
Active online collector communities encourage its spread and rise to fame
Rampant online sharing of experiences and increase in trading platforms
Driven by active social media engagement
Fear of Missing Out (FOMO) Effect
Limited releases create sense of urgency
Blind box format adds to excitement and mystery
Exclusive collaborations with other brands and artists further drive demand
Business Strategy Insights
The Labubu phenomenon offers valuable lessons in product marketing and brand building:
Successful Elements:
Strategic use of scarcity
Effective celebrity partnerships
Strong social media presence
Local market adaptation
Quality control and authentic design
What’s Next Labubu?
As Labubu continues to capture hearts and wallets across Asia, several trends are worth watching:
Market Expansion
Growing presence in new regional markets outside of SEA
Potential for global reach
Diversification of product lines
Cultural Impact
Integration into local fashion scenes, including luxury fashion
Influence on collector culture, including more cross-collaborations
Evolution of luxury toy market
Brand Development
New collaborations and partnerships with other prominent influencers, designers and artists
Product line expansions for more Labubu merchandise
Digital presence enhancement, including Labubu games or metaverse
Key Takeaways
The Labubu phenomenon demonstrates how a well-designed product, combined with strategic marketing and cultural relevance, can transcend its original purpose to become a cultural touchstone, if it addresses a customer’s emotive need or desire. Not just that, when the opportunity strikes, as in the case of the organic endorsement by BLACKPINK's Lisa, the brand cleverly capitalizes on that burst of fame to quickly take the market by storm.
Its success offers valuable insights for brands looking to create similar impact:
Authenticity in design matters
Celebrity endorsements can catalyze growth and often, organic endorsements are becoming even more powerful than paid ones
Local market adaptation is crucial (e.g. merlion Labubu)
Community building drives sustained engagement
Scarcity can create value due to FOMO when managed and timed properly
As the collectible market and social media landscape continues to evolve, Labubu stands as a testament to the power of combining artistic vision with strategic market development, powered by clever use of social. Its journey from a simple toy to a cultural phenomenon provides a fascinating case study in modern brand building and consumer behavior.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Citations:
[1] https://www.tatlerasia.com/lifestyle/entertainment/the-rise-of-labubu-plush-toy-trend
[2] https://www.thestar.com.my/news/nation/2024/10/21/labubu-doll-craze-drives-enthusiasts-to-spend-thousands
[3] https://says.com/my/lifestyle/what-is-labubu
[4] https://www.prestigeonline.com/th/lifestyle/art-plus-design/what-is-labubu-faq-where-to-buy-origins-price-kasing-lung-lalisa-manobal/
[5] https://cnalifestyle.channelnewsasia.com/trending/things-know-about-labubu-pop-mart-409246
[6] https://www.tatlerasia.com/lifestyle/entertainment/celebrities-labubu-collection
[7] https://www.reddit.com/r/askSingapore/comments/1ftj7mt/whats_with_the_labubu_craze/
[8] https://novelship.com/news/8-fun-facts-about-labubu-the-toy-that-stole-hearts-worldwide/
[9] https://kr-asia.com/southeast-asia-is-the-next-playground-for-trendy-toys-and-brands-are-cashing-in
The Curious Case of Moo Deng
If you are living in Southeast Asia and haven’t already caught the hype of the adorable pygmy hippo, Moo Deng, you might be living under a rock! In fact, she’s potentially trending as much as Taylor Swift in some markets!
Born on July 10, 2024, Moo Deng's name means "bouncy pig" in Thai. Since her birth, she has drawn considerable online attention, resulting in a substantial increase in zoo attendance and merchandise sales. The Khao Kheow Open Zoo reported a remarkable rise in visitors, with weekend attendance skyrocketing from a few hundred to over 10,000 shortly after her arrival.
Given that Moo Deng is not the only pygmy hippo though they are very much endangered, what makes her such a stand-out pygmy hippo celebrity? Why didn’t other pygmy hippos in other zoos and animal parks alike achieve the same level of fame?
Below is a deep dive into the curious case of Moo Deng’s fame.
1. Social Media Influence
Moo Deng first went viral after her caretake uploaded a video of her playful antics online and she shot to fame. Moo Deng's fame is largely driven by platforms like TikTok and Instagram, where clips of her playful behavior have attracted millions of views. The zoo's dedicated TikTok account has gained over 2.5 million followers, featuring Moo Deng's daily adventures. This combination of cuteness and viral potential has propelled her into the public eye globally and encourage other zoos around the world to start showcasing their own pygmy hippos! However, none have propelled to fame at the same scale as Moo Deng.
Moo Deng’s zoo has been keeping up the daily content posts and a live 24 hour video stream of her to ensure followers are kept entertained. They also created a sense of FOMO (fear of missing out) with photos of the huge crowd all flocking to see her in person.
2. Psychological Appeal
Some observers think it’s also largely due to the "baby schema" theory, which explains much of Moo Deng's allure. Her large eyes and round body evoke nurturing instincts in humans, making her appear endearingly cute. Research shows that such features activate pleasure and care-related emotional centers in the brain, heightening her appeal. However, she is not the only pygmy hippo that has such features, so what so special about Moo Deng then?
I personally think it’s also due to her distinctive personality where she’s literally bouncing around unpredictably in a comical manner, playfully biting her caretaker and just having her own quirks that perhaps weren’t captured or reflected in her fellow pygmy hippos.
3. Strategic Marketing
Several brands have quickly latched onto Moo Deng's popularity through engaging marketing campaigns.
Sephora Thailand released makeup products inspired by her rosy cheeks.
Local bakeries created Moo Deng themed pastries, which are seeing high demand.
Merchandise such as shirts, cushions and flip-flops featuring Moo Deng has been introduced quickly.
Other content creators started creating memes of Moo Deng, giving her even more air time and further adding onto her perceived unique personality
These initiatives not only boost brand visibility but further enhance Moo Deng's presence and appeal across various consumer markets.
4. Format of Moo Deng’s Content
Kudos to Moo Deng’s caretaker for creating such an engaging format to publicize Moo Deng and promote her antics. If you follow other zoos who have since started posting their own pygmy hippos, you will notice most are static photos that don’t quite have the same allure or impact.
You also don’t see as much interactions between those hippos and their caretakers, which I believe created another level of emotive content that brings her story to life.
Impact of Moo Deng’s Fame:
Moo Deng's rising popularity has brought significant financial benefits to Khao Kheow Open Zoo. Between September 1 and 25, ticket sales reached approximately 19.2 million baht (around $587,000). However, this fame has raised concerns about animal welfare, with reports of visitors disturbing Moo Deng by throwing objects into her enclosure. In response, the zoo has implemented measures such as limiting viewing times and installing CCTV to monitor her interactions with visitors.
Moo Deng’s fame has brought much needed attention to the plight of her endangered relatives and other animal species, which is an overall win (albeit it might not be forever) for the animals in general.
Moo Deng's viral success illustrates the intersection of social media combined with emotive content, the inherent appeal of cute animals playing into the human psychology, and opportunistic marketing. As her fame continues to grow, her story serves as a case study on the ability of modern digital culture to transform an animal into a celebrity while underscoring the responsibilities associated with such visibility.
For the lack of any other possible reason, I also think that in this current, somewhat turbulent time of conflicts and disputes, Moo Deng might be a solemn reminder of the importance of hope, innocence and simple joy to help us navigate life’s uncertainties and unpleasantries.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Citations:
[1] https://midas-pr.com/unpacking-the-hype-how-moo-deng-broke-the-internet/
[2] https://www.bbc.com/news/articles/cy848292dr4o
[3] https://www.nationthailand.com/blogs/life/entertainment/40041811
[4] https://economictimes.indiatimes.com/news/international/world-news/baby-pygmy-hippo-moo-deng-wobbles-her-way-to-global-stardom/articleshow/113328689.cms
[5] https://www.scmp.com/week-asia/lifestyle-culture/article/3280818/thailand-zoo-defends-viral-baby-hippo-moo-deng-against-petas-captivity-claims
[6] https://timesofindia.indiatimes.com/blocksite.cms
[7] https://www.forbes.com/sites/amandakooser/2024/10/04/what-our-moo-deng-baby-hippo-obsession-says-about-humanity/
Social Selling is Telling a Good Story
Not sure if anyone remembers the very obvious product placements that took place decades ago in movies and local television shows where the actor/actress will suddenly whip out said placement mid script.
This form of selling gave way to slightly more subtle ones later on though they were still obvious enough as the actor/actress still needed to consciously position it. Else, the camera will pan it close enough for everyone to see what brand it was, even if it’s normally just a very easy to miss item like a watch or ring.
Nowadays, the selling is more experiential based where the bigger brands can curate a “look” tagged to the product, name it after their character in the movie, produce limited editions of it and invite the celebrity to grace their activations for the who-and-who in their social cliques.
When social media flourished, the selling started gradually and is now in full bloom with social influencers selling almost everything on a daily basis. There are a few ways observed in the way they sell currently:
1) invited to launch or preview events and activations in-store to take photos or videos of the products and try them out in person; then post about it on their social channels,
2) given the products to try in their own time and develop content based off key selling points to highlight on their social posts. Some will try to narrate it into a slightly more creative or humorous ways, so it’s almost a part of their day-to-day calendar of activities,
3) pure educational reviews type of content where they will give their so-called “honest” feedback after using the product but often, it comes as once-off and they are seen doing the same for other brands offering similar products.
These examples shared, especially 2) and 3) so far have been largely very obvious as product placements, even if they try to inject humour into the script and create them into everyday scenarios. The humour is quite ‘forced’ usually, including them cracking jokes or some dressing up as certain characters to invoke laughter.
The other observation is that it depends largely on the company that is paying for the influencer, and their own brand of voice, tone of voice and style. While this might be ideal in helping the company stay on brand, it limits the creativity of the influencer and creates a somewhat dystopia state for the influencers as they will be observed to have quite a varied way of selling, which makes it all the more obvious it’s a form of paid sponsorship.
I recently came across one example by an overseas social influencer comedian using a product to prank his partner. I don’t know if it’s intentional product placement at his end but I thought it could be another interesting way to do more subtle product placement but still provide entertainment value that gels with the overall original style of the influencer; making it more natural and not so product pushing.
In that video, which you can watch here, he’s using this brand of butter spread to pretend it’s coming out of his ear and tasting it in front of his partner, who obviously gagged upon seeing it. All I remember then was - 1) the brand looks familiar, 2) I didn’t know they produce butter spread as they are more known for their biscuits, and 3) I googled to validate and check on where I can find the butter spread out of curiosity.
It would be interesting to have companies trial this form of paid sponsorship so it helps the influencer to stay true to his/her style of content, evolved the way they do social selling just as how product placements in movies have evolved too into more subtle selling; sort of like a type of subliminal messaging. It also doesn’t always to be funny but can tap on other emotive style of story-telling, which again is based on the influencer’s unique style.
Perhaps somewhat ironic for me to say this but social selling to me only works if it’s based on my defined needs at that point or if the content is interesting enough for me to check it out. Thereafter, it would of course be down to the product level value proposition and how well it addresses my wants/needs/issues at hand.