What If Kuala Lumpur Could Hear You? Big Tree Turns the City Into One Giant Interactive Billboard

By Ben Liew  •  30 Oct 2026 in News

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What happens when the city stops being a backdrop for advertising and starts becoming part of the experience? Big Tree’s OOH City Tour 2026 gave agency professionals a first-hand look at the possibilities of out-of-home media.

Imagine walking into KL Sentral and finding your face staring back at you from a giant digital screen. Not a random stranger, not a celebrity endorsement, but you.

That was how Big Tree kicked off its OOH City Tour 2026, an immersive activation that took advertising agency professionals out of the meeting room and into the streets to experience out-of-home (OOH) advertising from an entirely different perspective.

Built around the question ‘What If the City Could Hear You?’ and the tagline ‘Don’t Just Plan OOH. Become Part of It.’, the initiative transformed Kuala Lumpur into an interactive playground for digital advertising, demonstrating how the medium can go beyond static placements and become something audiences can actively participate in.

The experience began at NU Sentral, where participants were greeted by Cosmic Towers, Big Tree’s dual-screen digital out-of-home (DOOH) installation equipped with sound. Featuring personalised welcome sequences using participants’ own faces, the installation turned an otherwise ordinary arrival into an unexpected introduction to the day ahead.

From there, the tour moved onto the LRT network, offering a closer look at how digital advertising integrates into everyday commutes. Participants also explored the pedestrian connections around KLCC, where advertising naturally intersects with the daily movement of shoppers, commuters, and office workers.

Things got even more interesting when everyone boarded a double-decker bus for a moving tour of the city. As the bus passed some of Big Tree’s iconic DOOH landmarks, participants spotted their own faces appearing on the giant screens along the route. It was a rather unconventional way of seeing yourself become part of Kuala Lumpur’s urban landscape.

But the biggest moment was still to come.

Participants were invited to submit a selfie alongside a personal message they wanted to share with the public. These submissions were then brought to life using artificial intelligence (AI) and anamorphic visual effects at CuBig @ KLCC Junction, Big Tree’s largest DOOH screen in Malaysia.

The result was a grand finale that brought the entire experience full circle. Having started the day being welcomed by their own faces on digital displays, participants now had the opportunity to put their own messages out into the city, turning themselves from spectators into the actual content.

Beyond the spectacle, the activation highlighted a bigger idea about the possibilities of OOH advertising. While traditionally associated with mass visibility and high-traffic placements, digital out-of-home media can also create more personal, interactive experiences through strategic locations, creative technology, and audience participation.

A collaboration between Big Tree Outdoor and Omnia, Media Prima Berhad’s integrated solution provider, the Big Tree OOH City Tour 2026 offered a fresh perspective on how brands can engage with audiences beyond the conventional media plan.

After all, when the city becomes your canvas, there’s plenty more you can do than simply put up a billboard.

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