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New Gimmick.

The main objective of advertisement is to grab the viewers' attention. Yesterday I saw one on the train that certainly grabbed my attention. When the train stopped at Orchard MRT, a bunch of guys wearing white tee with a big blue alphabet on each of their backs (like those on the yellowpages advertisement) boarded the train. At first I thought they probably just got off work from some advertisement gimmick in Orchard. And must be from HP as well, cuz I saw a "H" and "P" side by side. Then I saw them standing in a row and the alphabets on their backs made up a word "HYPE", as you can see in the picture below (eh ... can't quite see the 'E'),
celery
I realised the actual place of their 'act' was the train cabin itself. It made me pay attention to the small print url below the collarline of their tee "http://www.hypegallery.com". Their gimmick worked very well, cuz when I got home I checked out their website. It turns out Hyper Gallery is a collection of Hype art inspired by youths from around the world. The project was first funded by HP in 2003. That explains the "HP" I saw when they first got on the train, and the blue and white colour scheme of the tee.

It is definitely cheaper and more effective gimmick than the moo media thingy.
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