This 'media boom' that I noticed in the past six months certainly is getting creative.

The Reactrix (interactive step-ons) by SPH MediaBoxOffice drew the children and got their parents to spend time looking at the advertisements.

It is also a smart move to use mobile phones to reach target audiences with advertisement messages as the mobile penetration rate in Singapore is very high.

I have read about advertising platforms in other countries, which are carried out on a bigger scale, such as the Nike ad in New York and China, and Heineken ad in Amsterdam. Other fascinating ones include a male deodorant ad in Dubai, Mini Cooper ad in Zurich and cute carrier bags by Panadol.

Singaporeans can look forward to more new advertising platforms that will wow us.

Thiang Jie Ting (Ms)