Zhong Hua Lubes seizes APEC opportunity for advertising

Chinese lubes producer promotes its brand during the APEC summit

During the Asia-Pacific Economic Cooperation (APEC) summit, Zhong Hua Lubricants took over a series of LED displays at Beijing’s Capital Airport, the world’s second largest by passenger traffic.

The displays were hosted across three giant LED screens in Terminal 3, the largest in China and second largest globally, in a space that has a throughput of more than 15 million people each year.

The campaign was designed to showcase Zhong Hua as a premium brand to global customers and was timed to coincide with the company’s fourth annual distributors meeting and the APEC summit. More than 60 distributors returning to Europe would have seen the display and were reported to have claimed it left a “deep impression”.

According to Transparency Market Research, the global outdoor LED Display market was valued at $4.8bn in 2013 and is on track to reach $12.54bn by 2020.

The most expensive set of digital billboards are hosted in Times Square, New York, which makes a cool $23m each year for seven displays.

LED campaigns offer a great deal of flexibility to marketers as creative can be tweaked and changed if necessary. It also offers more engaging options than static billboard advertising.