Big Tree Turned Kuala Lumpur Into An Interactive Showcase As Part Of Its OOH City Tour
A look at how out-of-home advertising can go beyond traditional media placements.
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What if you could see your own face on a giant digital screen while making your way around Kuala Lumpur?
Or have a personal message displayed on one of the city's biggest advertising screens?
That was the idea behind the Big Tree OOH City Tour 2026, an immersive experience organised by Big Tree, Malaysia's leading out-of-home (OOH) advertising solutions provider.
Held under the theme 'What If the City Could Hear You?', the initiative invited agency professionals to experience OOH advertising from a different perspective, putting them at the centre of the action instead of having them simply plan media placements.
The experience began at Big Tree's Cosmic Towers, a dual-screen digital out-of-home (DOOH) installation with sound at the entrance to NU Sentral
Located near KL Sentral, the installation welcomed participants with a personalised sequence featuring their own faces on the giant digital screens.
The unexpected encounter set the tone for the rest of the tour, demonstrating how public spaces could easily become interactive experiences through digital advertising.
From NU Sentral, participants travelled on the LRT to explore Big Tree's DOOH network across transit environments
They also explored the pedestrian connections around KLCC, where advertising forms part of the everyday movement between transport hubs, shopping destinations, and workplaces.
These stops highlighted how OOH advertising can reach audiences throughout their daily journeys, placing brands in spaces people already visit regularly.
The experience then continued aboard a double-decker bus, taking participants past some of Big Tree's iconic DOOH landmarks
As the bus travelled through the city, participants got to see their own faces appear on the big screens along the route, demonstrating how OOH advertising can deliver visibility across multiple locations while creating personalised moments for audiences.
The tour's interactive element invited participants to submit a selfie alongside a personal message they wanted to share with the public
This allowed them to move beyond being spectators and become part of the advertising experience themselves.
The submissions later took centre stage at CuBig found at the KLCC Junction, Big Tree's largest DOOH screen in Malaysia.
Using artificial intelligence (AI), participants' selfies were brought to life through anamorphic effects on the screen, accompanied by their personal messages.
The grand finale brought the tour's theme to life, giving participants the opportunity to see themselves and their messages displayed on a prominent city screen.
Through the Big Tree OOH City Tour 2026, the company demonstrated how OOH advertising can combine strategic locations, digital creativity, and audience participation to create more engaging experiences
Rather than treating OOH as advertising inventory to be planned, the initiative presented it as a platform for storytelling, interaction, and connection.
The event was organised in collaboration with Omnia, Media Prima's integrated solution provider, reflecting the group's continued efforts to encourage industry engagement, advance media innovation, and explore opportunities in the evolving media landscape.
