The Rise of FOOH: A Passing Trend or Strategic Investment?

The Rise of FOOH: A Passing Trend or Strategic Investment?

Out-of-home advertising has evolved beyond traditional billboards and digital screens into Fake Out-of-Home (FOOH)—where CGI-based visuals blur the lines between the virtual and physical worlds. From lifelike imagery to immersive experiences, FOOH is gaining popularity for its ability to grab attention and spark social conversations.

However, as adoption grows, so does the question: Is FOOH just a fleeting gimmick, or can it offer long-term brand impact?

To explore this, we asked various members of our team to weigh in on what makes FOOH campaigns impactful, how to go beyond the “wow” factor, and how brands can integrate them seamlessly into broader marketing strategies.

What Makes a FOOH Campaign Truly Stand Out?

To cut through the noise, Lim Tan Ting, Digital Account Director, believes that FOOH campaigns need to offer something “extra”—they must surprise and captivate. “Campaigns with depth —whether through surreal visuals or clever storytelling—leave a lasting impact,” she says. She points to visual artist Aundraj Jude’s work for Casetify’s Ultra Bounce Case for the iPhone 15 Pro Max, where the phone appeared to bounce off roads and screen in Singapore. "It was unexpected, playful, and effectively reinforced the brand’s durability message."
 

Nicole Kok, Digital Creative Lead, adds that FOOH campaigns should spark curiosity and keep audiences talking long after the ad disappears.”  
 

Senior Motion Graphic Designers Sam Chai and Tan Pui Yan echo this sentiment, explaining that immersive visuals that blur reality with virtual experiences tend to perform best. They cited Pavilion KL's 2021 Golden Bull campaign, which remains a conversation starter years later.
 

Kieran David, Digital Content Lead, emphasises that the shareability of FOOH campaigns plays a crucial role in their success. “When ads not only entertain but encourage organic sharing, they amplify reach across social media platforms,” he says.

How Can Brands Use FOOH to Create Lasting Engagement and Brand Recall?

While many FOOH campaigns lean heavily on shock value, Asha Nair, Senior Strategic Planner, stresses that lasting impact requires strategic intent. “A FOOH campaign should tie back to the brand’s core product or message,” she says. She cites Maybelline’s Sky High Mascara campaign, which not only dazzled visually but also effectively communicated the product’s lengthening and volumising qualities, making it relevant and meaningful.
 

Kieran believes that integrating technology, such as augmented reality (AR) or QR codes can personalise the experience and extend FOOH’s impact. “These features offer deeper engagement opportunities by connecting the ad to online experiences or in-store activations, helping brands sustain audience attention.”  

Nicole, Sam, and Pui Yan add that AI-driven or interactive elements, when aligned with the brand’s narrative, can prevent campaigns from becoming mere spectacles. However, they warn that the campaign’s storytelling must stay connected to the brand’s essence to ensure it resonates.

However, Tan Ting points out the risk of FOOH becoming overused if it relies solely on spectacle. "To avoid creative fatigue, brands need to tap into real human emotions," she explains. By weaving in emotional or experiential elements, brands can make FOOH resonate on a deeper level.
 

How Can Brands Better Integrate FOOH with Other Digital Channels?

A cohesive brand experience requires FOOH to connect seamlessly with other marketing channels. Kieran suggests that pairing FOOH with pop-up events or real-world activations can bridge the gap between digital content and physical experiences. Follow-up efforts, such as social media campaigns, email marketing, or location-based content, can amplify the campaign’s reach.

Asha highlights that visual and messaging consistency across all touchpoints is crucial to maintain a continuous narrative. “Whether a consumer interacts with the ad on social media, in the streets, or through an email, they should feel immersed in a unified brand story,” she explains.
 

Nicole emphasises that FOOH is ideal for awareness-stage campaigns, where the goal is to capture attention and spark curiosity. “Short-form FOOH content can work well on platforms like TikTok, where heavy video consumption aligns perfectly with the visual nature of these ads,” she adds.
 

Final Thoughts: FOOH Can Be a Strategic Investment

FOOH offers brands a powerful way to capture attention by merging digital creativity with real-world spaces. However, as our team highlights, lasting success lies in going beyond surface-level spectacle. Purpose, emotional resonance, and seamless integration across channels are essential to ensure FOOH becomes a strategic asset rather than just a fleeting trend.

That said, Tan Ting offers a different perspective, suggesting that FOOH doesn’t always need to be prolonged to be effective. “Established brands can use FOOH as a playground to experiment with ideas they wouldn’t normally pursue," she explains. "It’s an opportunity to challenge brand perceptions and spark conversations, giving consumers something unexpected to engage with.”