We placed the advertisement in professional magazines which are often read by advertisers and media planners, and gained their interest just as expected. The first season after the advertisement published, the inbound calls to HohoAd Outdoor Media had increased by 40% and raised about 12% in sales achievement.

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.

In Taiwan, most advertisers used to set more budgets for traditional magazine, newspaper and posters which they consider as the mainstream media when allocate budget in press media. In this case, outdoor mediums seem to be neglected. Therefore, we want to let advertisers know the strength of outdoor medium and reverse their choice when allocating budget. The strategy is to magnify the strength of outdoor media with big space, to highlight the difference between traditional press media.

Along the River During the Qingming Festival, the biggest painting which is most well-known by Chinese. This 1152.8 long scroll depicts over 4,000 humans, 170 trees, 60 animals, 30 buildings and more items. A creative concept should not be limited by the size of the canvas. Imagine if the painters had to cram all their talent into a much smaller scroll. Large scale outdoor media, as the name implies, offers advertisers the space necessary to show themselves in the best possible light.