I have always imagined what if we do not have those billboards or even posters back then to market any form of product. Would anyone ever invented or think of doing one in our era? Would we know how people would respond to marketing without the help of ads?
Well, I was on my way to meet friends after work one day when it hit me. It's been awhile since I last alighted at Harbourfront MRT station to head Vivo City as I usually either cab or drove there. Moreover, my office has moved from Ayer Rajah to Genting Lane and Harbourfront is never "on-my-way" list.
I was amazed with the ads that welcomed the commuters at Harbourfront MRT station, right from when we alighted to after we tapped our Ez-Link out form the control station. Ads of the famous tourist attraction such as Sentosa, Singapore Zoo, Night safari and Jurong Bird Park were everywhere. It did not stop at the control station itself but the ad continue to the underpass link towards Vivo City.
The presence of Sentosa can already be felt with the images they used in the ads, be it their famous beaches or the 3D Max theatre. Not only was I the only person who was attracted to the ads, but realized other commuters especially the tourists was even taking pictures of it.
I love best when I exit from the control station as I was greeted with a “zoo” ad entrance, both entrance to Vivo City and Harbourfront Mall. The whole feeling of experiencing zoo and night safari came back as I walked passing by the whole stretch of the zoo ad.
See, ads do not only market a product but it can give the knowledge and experience feeling even if you have not been or seen the product. Imagination of a person may run wild with the help of the ad’s visual. The vibrant colours they used in the visual are as important as the images they have. This would come in the strategic planning of who their target audiences and the impact they would want to send to the people who will visit both the underpass and Harbourfront MRT station.
Since Sentosa, Singapore Zoo and Night Safari is targeted to mass audience, having the marketing ad at Harbourfront MRT station to the underpass to Vivo City is a success. Not only the locals will alight there but also tourists. The ad itself already makes its presence from the entrance and no once could help but to notice them. What impressed me most was they added the audio effect to the ad with the sound made from the monkeys, elephants and even tiger’s roar. This makes a whole new feeling to the ad!
Although the Sentosa ad did not have audio added to their ad, the visuals is enough to entice locals and tourists. I managed to capture few shots where both locals and tourists who wanted to take picture with the Sentosa ad. It was a bit strange at first as to think why they would do so but it came to a realization how powerful an ad could be!
On the other side to the exit of Vivo City taxi stand, I cannot help not to miss the Pepsi FIFA World Cup ad campaign. It was huge and covered almost everywhere on the way up to the exit. The ad includes famous soccer players like Ballack, Torres, Kaka, Henry and Drogba. The expression captured from each of the soccer players in the ad reflects the personality of Pepsi. The message was clearly stated in the ad: Pepsi = Attitude. Furthermore the energetic colours they used in the ad are friendly and it explains what both the FIFA world cup and Pepsi is all about.
Pepsi - FIFA World Cup ad was also accompanied by a Pepsi - FIFA World Cup online video ad that was showing in the televisions and online platforms such as YouTube. It received a huge great respond from parts of the world. The soccer players that was used in their printed ad was also in the video.
I love the creativity Pepsi have in the video where instead of playing soccer in a cage, they used the people to move together to make the shape of the cage. The best thing is that they move together with the players. The idea of togetherness and that soccer brings everyone, regardless of race, religion or which country you are from, as one. This is so amazing as we can depict well from the video itself.
There is so much to advertising that just seeing it with the naked eye. It is interesting if we look beyond the images and words that the used and wonder why. Sometimes we could wonder what is the link to their product and the ad while sometimes, it could be obvious. I do relate advertising like a walk of life as it grows and ages with personality just like human beings.
Well, one thing for sure is that advertising will never die and still can remain remarkably great though if it is 100 years old!
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