HEARD IT THROUGH THE GRIPEVINE: OUR NEW ABNORMAL
One essential aspect about advertising is that eternal search for the “stickiness” of your advertising material. By that I refer to the kind of imprint and recall one’s ad will make on the public, and those who see the material. If in the past, one would rely on text, the slogan, and the image; these days find such a clutter on the media landscape that it’s difficult to carve out that memorable experience, as connected to advertising.
The Philippines is still heavily dependent on OOH (out of home) advertising, and that’s why we’re a city of billboards galore. The problem then for advertisers was how to make their billboards stand out. The shift to LED screens and 2D moving images became one solution, but even there, the time frame with which someone on the road will see or read your material became problematic - with the exception of when there’s standstill traffic, and so motorists have the unwanted luxury of staring at your billboard. And even if it’s strictly speaking illegal, we know that the other issue would be motorists scrolling through their devices when there’s heavy traffic.
3D LED advertising material became the rage in 2021, and we all have seen on social media the videos of the Giant Cat display in Shinjuku, Tokyo, and the Nile Dragon in China Square, or how Resident Evil got promoted in New York. Here was something unique and different, advertising and technology fusing together to create a memorable visual experience. And you knew that Manila wouldn’t be left behind for long. Last year, 2022, the naked eye 3D LED experience came to us at One Boni, BGC, and the LED billboards along EDSA were given the upgrade to allow these 3D projections to be operational.
The Kenny Roger 3D LED billboard with the Baby Back Ribs threatening to jump off the billboard.
Just the other week, on EDSA/Boni Mandaluyong, Kenny Rogers Roasters unveiled their first 3D billboard - one that showcases their Roasted Chicken, their Baby Back Ribs, the Signature Corn Muffins, and their all-time favorite side dishes - the new spinach mashed potato, the Mac and cheese, steamed vegetables, fresh fruits, plus four other side dishes. For those driving along that section of EDSA, it meant they enjoyed the optical illusion of roast chicken and ribs popping out of the brick oven, and threatening to jump off the billboard screen.
While it’s a known fact that lengthy corner display billboards are far more effective in making the most of the 3D programmed effects and video content, the Kenny Rogers display still highlights the possibilities of 3D LED advertising and how it’s far more engaging than conventional OOH advertising. It’s more immersive, and becomes an opportunity for the brand to go ‘viral’, as the advertising content become something that viewers will record on their devices, and share on their social media apps.
By the Kenny Roger 3D billboard on EDSA, the delivery trucks which will also have this 3D effect.
To further the campaign, Kenny Rogers Roasters will also be dressing up their delivery trucks with their own 3D Roasted Chicken that will roam the streets of Metro Manila. This way, more consumers can enjoy the 3D spectacle even if that stretch of EDSA/Boni isn’t part of their regular commute. It’s all part of being a major part of the conversation this early in the new year; and reminding consumers of the healthy food choices available at Kenny!
Behind this 3D LED technology, is the idea of generating this 3D experience without the need of 3D glasses - hence the naked eye description. Using a forced perspective, an impression of field and depth is simulated, as we’re actually seeing two different images in each eye - the optical illusion making us believe something is real or in motion in a three-dimensiional way, even if it really isn’t. The big difference here is how unlike 2D motion images that can easily be ignored as they replicate what we ordinarily experience at home with our flat screens; these 3D images, if executed imaginatively, truly call our attention, and we marvel at the effect.
Throughout this year, it’ll be interesting to watch how different brands will take advantage of this new technology, and dovetail their marketing initiatives with stronger brand recall and ‘virality’. I don’t doubt that our Creative agencies will meet the challenge head-on, as we are known for being among the more imaginative creative communities globally. It’s a new ‘toy’ for our creatives to play with, and I can foresee it’ll be a lot of fun watching the agencies and brands revolutionize our OOH landscape.