Defeat COVID-19: APAC OOH firms put positive spin to a grim 2020

It is no secret that the OOH industry has been impacted by the COVID-19 pandemic and lockdowns that came with it. Instead of letting the headwinds get to them, OOH media owners in Asia Pacific have banded together for a campaign that amplified COVID-19 recovery statistics.

The campaign was conceived by DOOH firm Orb Screen, produced by Creative Conscience and L&CO, developed by Voodooh and Nicole Yershon, and designed by advertising graduate Megan Williams. It has now made its way to Asia, with Location Media Xchange (LMX), the supply-focused arm of Moving Walls Group, amplifying the creatives on partner screens across Singapore, Malaysia, Indonesia, Philippines and India.

The displays run a tally of individuals known to have recovered from COVID-19 worldwide, while showcasing inspiring messages of how survivors have defeated it by refocusing some of the grim language often associated with the pandemic. A+M has reached out to Moving Walls for comment.

(Read also: MCO's impact on OOH: How industry players in MY are evolving their strategies)

image 7.0 jalan maluri by spectrum outdoorimage 7.0 jalan maluri by spectrum outdoorimage 7.0 jalan maluri by spectrum outdoorimage 7.0 jalan maluri by spectrum outdoor

Among the list of media owners in Asia Pacific that ran the dynamic creatives include Dana Intelek, VGI Global Media Malaysia, Visual Retale, Vestigia Malaysia, LOOKhere Network, Titanium Compass, Spectrum Outdoor Marketing, 3thirds Inc, LEDtronics Media, Danendra Abyudaya Adika, KALMS, Pitchworks Incorporated Philippines and Nexyite Entertainment.

Separately, LMX launched its OOH audience measurement and sales automation solution in Myanmar on 12 November, with Burmese OOH firm Ganad Media being the first to implement the solution. According to LMX, Ganad's offering will now include planning and in-campaign audience performance analytics. Additionally, the firm will now be able to automate proposal generation and booking processes that are traditionally done on presentation and spreadsheet software.

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