Very Nice Outdoor Ads (Nokia and Paul & Joe)

Recently there are many outdoor ad campaigns and I am impressed with some of them. Besides the usual ads on bus shelters (most notably is HSBC, esp at the bus stop outside Dhoby Ghaut MRT), there have been many outdoor ads at the Orchard MRT underpass to Tangs and from Tangs to Isetan Scotts.

Those that caught my attention are Nokia L'Amour Collection, Underwater World, Escada Pacific Paradise and most recently, Paul & Joe Spring 2006 Collection.

The Underwater World ad at the escalator leading up to Tangs Basement 1 was marvelous at re-creating the travelator experience in the aquarium. The use of blue and pictures of sea creatures did give the illusion that one is exploring the underwater world.

I am most impressed with the Nokia L'Amour Collection ad as it managed to create a illydic romantic era (Italian?) with real benches, scones, fountains, etc against the wall background as seen in the pictures below.

Nokia Outdoor Advertisement for the L'Amour Collection along the underpass from Orchard MRT to Tangs.

Fountain (but it is quite dark to see clearly)

The slab of wood for the bench is real, notice the booklet on it? The back of the bench is fake, painted on the background. I love the mixing of real products with the fake.

Paul & Joe Spring 2006 Collection (Goddess of Spring)

I am very surprised to see Paul & Joe getting into outdoor advertising. The brand is imported by a small (I presume as it is not under EL or L'Oreal) company and its entry into the Singapore market in Octover/November 2004 has been pretty low-key. There were the usual advertisements in beauty/women magazines for new collection, but this is the first time they did an Outdoor ad and with a private party too.

I like the creative done, with the blending of cut-out images onto the lightboxm, as well as sticking the creatives for the entire underpass from Tangs to Isetan Scotts. For the launch party opened to P&J members, it was held at the Wisma Atrium and the Japan International Makeup Artist, Joji, was flown in for the event. Coincidentally, they also tied up with Nokia to give away the L'Amour collection in a lucky draw.

The campaign is very nicely done. It was very crowded at the party, and also packed at both Isetan Scotts and Wisma counters. I am certain sales went up tremendously that evening, particularly when there is a 20% discount from 530pm to 930pm. I was surprised to see that P&J also had a event section at Isetan Scotts atrium, with local makeup artists.