Have You Noticed These Eye-Catching Ads at One Ayala?

Most people pass through One Ayala with somewhere to be. Between catching the MRT, hopping on a bus, or grabbing dinner after work, it’s a place built around movement. Lately, though, some campaigns have managed to slow that pace, if only for a moment.

Across its network of digital screens, LED pillars, and installations managed by Summit Outdoor Media, brands have been experimenting with campaigns that invite commuters to do more than glance up while walking by.

Here are a few examples worth highlighting.

Digital billboards have become part of the everyday cityscape, which makes it all the more noticeable when one catches you off guard.

Nivea’s campaign did exactly that by using two adjoining LED pillars to create a forced-perspective 3D illusion. From the right angle, the visuals appeared to extend beyond the screens, giving the product unexpected depth.

Some campaigns asked commuters to become part of the experience instead of just watching it.

Cosmopolitan Philippines' cover featuring Belle Mariano became one of the first editorial covers to appear on an interactive LED display at One Ayala. Fans and passersby were invited to pose and record videos, bringing the cover outside of webpages and social feeds into a physical space.

Cream Silk took a different approach by integrating a Spotify QR code into its digital display. A quick scan let commuters continue the experience on their phones while waiting for their ride.

Rather than relying on a single display, some brands expanded their campaigns across multiple parts of One Ayala.

Sprite’s “Yan ang Refreshing” campaign stretched from the MRT Link walkways and LED pillars to an on-ground activation where commuters could drink an ice-cold bottle of Sprite. The campaign expanded naturally as people moved through the station.

Palmolive adopted a similarly expansive approach, extending its campaign featuring Niana Guerrero across LED pillars, vestibules, transport terminals, and digital screens. Repeated encounters with the same creative gave the campaign a presence throughout the commuter journey.

Launching a new product often means competing for attention. Pokémon Trading Card Game’s Mega Attack Rare expansion did so by appearing across One Ayala's digital network, surrounding commuters with bold visuals throughout the station instead of relying on a single announcement.

Whether through interactive displays, optical illusions, or station-wide takeovers, these campaigns reflect how brands are finding new ways to use a space that thousands of people pass through every day. 

Interested in launching your own campaign at One Ayala? Learn more about Summit Outdoor Media's digital media network and explore the possibilities on its official website.