In Taiwan, most of the advertisers consider the traditional press media as mainstream media and also set most of the advertising budget for it. In this case, outdoor medium seem to be neglected. Therefore, we want to let advertiser know the strength of outdoor medium and reverse their choice when setting advertising budgets. Our strategy is: Magnify the strength of outdoor media - Big space, to highlight the difference between the traditional press media.

We chose the great Chinese brush painting - 'Along the River During the Qingming Festival' which is 1152.8cm x 35.6cm long and depicts over 4,000 humans, 60 animals, 28 boats, 30 buildings, 20 vehicles, 8 sedan chairs and 170 trees, to be the subject material. And show how the small space kills a big idea by squeezing the large work into the magazine size advertisement, boldly emphasising the limited size of magazine media themselves. We used this kind of contrast to attract advertisers and media planners to choose HohoAd Large Scale Outdoor Media which is has no space limitation.

We placed the advertisement on the professional magazine which are often read by advertiser and media planner, and kindled their interest just as expected. The first season after the advertisement published, the inbound calls to HohoAd Outdoor Media had increased by 41% and raise about 12.5% sales achievement.