KUALA LUMPUR: Big Tree, Malaysia’s leading out-of-home (OOH) advertising solutions provider, has demonstrated how interactive advertising can go beyond traditional media planning through its Big Tree OOH City Tour 2026.
The initiative, held under the theme ‘What If the City Could Hear You?’ and the tagline ‘Don’t Just Plan OOH. Become Part of It.’, placed advertising agency professionals at the centre of an immersive urban experience.
It aimed to show how OOH advertising can move beyond conventional media placements through digital creativity and audience participation.
Big Tree, a subsidiary of Media Prima, transformed selected locations across Kuala Lumpur into interactive showcases. Participants experienced its digital out-of-home (DOOH) network first-hand.
The tour began at Big Tree’s Cosmic Towers, a dual-screen DOOH installation with sound at the entrance to NU Sentral. Participants were welcomed through a personalised sequence featuring their faces on giant digital screens.
The activation demonstrated how digital advertising installations in high-traffic urban areas can create personalised experiences for audiences.
Participants then travelled by LRT to explore Big Tree’s DOOH network across transit environments before visiting pedestrian connections around KLCC.
These locations highlighted how OOH advertising can reach audiences as they move between transport hubs, shopping destinations and workplaces.
The experience continued aboard a double-decker bus, which took participants past several of Big Tree’s prominent DOOH installations across the city.
During the journey, participants saw their faces displayed on digital screens along the route. This demonstrated how the medium can combine visibility across multiple locations with personalised audience engagement.
Participants were also invited to submit selfies accompanied by personal messages they wanted to share with the public.
The submissions were featured on CuBig at the KLCC Junction, which Big Tree describes as its largest DOOH screen in Malaysia.
Using artificial intelligence (AI), participants’ selfies were brought to life through anamorphic effects on the screen, alongside their respective messages.
The finale brought the activation’s central theme to life, allowing participants to see their own messages displayed on a prominent digital screen in the city.
By combining strategic locations, digital creativity and audience participation, Big Tree aimed to give agency professionals a broader understanding of how OOH advertising could be incorporated into campaigns.
The Big Tree OOH City Tour 2026 was organised in collaboration with Omnia, Media Prima’s integrated solution provider.
The initiative also reflected Media Prima’s continued commitment to industry engagement, media innovation and exploring opportunities in an evolving media landscape.
To learn more about Big Tree, visit its official website.