The bigger the better? How brands can capitalise on oversized activations

Grabbing eyeballs has long been a focus in the marketing world and brands are starting to embrace massive props and gigantic installations to capture attention. This can be described in one specific term - oversized installations, which brands across the globe try to make a bold statement to impress consumers. 

Most recently, Coach has unveiled a giant Tabby bag installation at a pop-up store in Singapore, inviting guests to explore the latest collection. For every bag purchased, customers will receive free customisation from local artists Tiffany Lovage and Aeropalmics. Any purchase made at the pop-up will grant consumers the chance to enter a lucky draw. Prizes include Coach bags, small leather goods, pins and leather care sets.

While in Hong Kong, individuals walking past Causeway Bay Fashion Walk can easily be captivated by the adidas Originals' oversized adidas SuperStar sneaker and an iconic shoe box that appears to bust out from the ground. Running throughout the month of March, this outdoor installation aims to offer an opportunity for audiences to experience this transformative art piece in person.

On the other hand, LEGO launched a life-size replica of a Ferrari F1 car across various locations including Causeway Bay, Kwun Tong, Wan Chai, Olympic, and Kwai Fong from 4 to 7 March. This launch was part of its "Catch me if you can" campaign, celebrating its recent partnership with Formula 1 (F1).

On the marketing front, industry players MARKETING-INTERACTIVE spoke to agreed that this approach excels in upper-funnel marketing, driving brand awareness and recognition among potential customers.

Oversized activation is smart strategy for Hong Kong, particularly in its bustling districts such as Causeway Bay and Tsim Sha Tsui, due to their dense foot traffic and a constant urban vibe, according to Florence Kong, managing director of We Glow. She added:

In Hong Kong’s highly Instagrammable culture, these activations not only attract onlookers but also spur organic social sharing. It’s a dynamic tool for storytelling.

Echoing her thoughts was Richard Petignaud, managing director of Bravo Media, a local out-of-home media agency, who said that in the world of out-of-home (OOH) media, focusing on "reach" and "impact" is crucial. He added:

To achieve the latter, we often advise to leverage large advertising formats that effectively capture the audience's attention and create lasting impressions, making them powerful tools for building brand awareness.

When executed thoughtfully, oversized activations can transcend their original purpose and become a work of art that enhances the surrounding environment while forging a strong emotional connection with the audience, according to Petignaud.

Taking Bravo Media's recent partnership with UnionPay and PayMe by HSBC as an example, Petignaud said the agency utilised a 10-metre curved LED screen at Admiralty MTR station, featuring PayMe's mascot, PayMeow, with a 3D effect. "This oversized PayMeow successfully captivated every passenger and exemplifies how such campaigns can significantly enhance branding," he added.

Extending the impact down the funnel

Oversized activations can also push potential customers further down the funnel, according to We Glow’s Kong. For example, as part of LEGO’s "Catch me if you can" campaign, customers had the opportunity to redeem a LEGO box set of the latest F1 racing car by taking a photo of the 1:1 giant LEGO Ferrari sports car model running through the streets of Hong Kong and uploading it to personal social platforms such as Facebook and Instagram. This strategy directly linked top-of-mind awareness to mid-funnel conversion, Kong said. 

Furthermore, installing giant displays also supports brand identity, such as craftsmanship or creativity, and can tie in with timely partnerships, forming a robust, multi-tiered strategy, according to Kong. She added: 

Brands targeting families, collectors, or social media-savvy audiences especially benefit from these larger-than-life activations. 

Maximising the power of 'big'

To unlock the full potential of oversized installations, brands should integrate it with digital campaigns or community engagement initiatives, ensuring a cohesive message and amplifying reach, according to Vivian Fok, managing director, Strategic Communications Consultants (SPRG).

The longevity of these installations is also key, said Fok, Tying these activations to a larger brand narrative is crucial to avoiding gimmicks and creating lasting value. Brands should also consider the potential for relocating or repurposing the installations for future campaigns.

She added: 

By planning for long-term use, brands can distribute costs across multiple initiatives, enhancing ROI. When executed strategically, oversized marketing becomes a powerful tool for driving both immediate impact and sustained brand growth. 

For example, brands can tie a new product release or special promotion to the installation to reinforce messaging, while partnering with influencers or other brands can broaden reach, said We Glow’s Kong. “Repurposing content such as behind-the-scenes reels and how-to tutorials also breathes new life into the campaign long after the physical display has been set up.”

Meanwhile, Kong suggested that by balancing compelling creativity with solid strategy, oversized installations can generate brand equity and tangible results. Brands can encourage user-generated content (UGC) through incentives, pitch stories to the media for additional coverage, and drive sales with time-limited offers or product collaborations to capitalize on the buzz.

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