Making the outdoor strategy work

THE 1970s song Love is in the Air sweeps across the meeting room as Posterscope Malaysia managing director Bala Pomaleh plays a video showcasing an outdoor marketing campaign done by his agency for Telekom Malaysia Bhd's (TM) iTalk long-distance call card.

The 2009 campaign targeted the growing Indonesian construction worker segment in the Klang Valley, who spent four times more on phone calls than the average Malaysian.