Rongchang Uses Global OOH Advertising to Take “China Collagen” Into World Cities
Global OOH Advertising Gives Rongchang an International Brand Stage
Rongchang’s campaign shows how OOH Advertising can be used to move a local or regional story into a global context.
Rather than limiting the message to domestic channels, the campaign placed its SPF Rongchang pig creative into internationally recognisable environments where Outdoor Media already carries cultural and commercial significance.
This makes the campaign a clear example of Out-of-Home Advertising being used not only for reach, but also for symbolic positioning.
Times Square Advertising Turns the Message Into a Global DOOH Statement
In New York, the campaign appeared on the Nasdaq digital billboard in Times Square.
The screen used a vivid red background, the Rongchang pigs and bilingual Chinese-English messaging to create a high-contrast execution designed for one of the world’s most visually competitive media environments.
The English line “CHINA · RONGCHANG—A NEW SOURCE OF COLLAGEN” helps make the campaign understandable to an international audience while preserving its Chinese identity.
This is where Times Square Advertising and DOOH Advertising work together as both media and symbolism.
Creative DOOH Uses the Rongchang Pigs as a Distinctive Visual Asset
The pigs themselves are the campaign’s most recognisable visual element.
Their pale colouring, rounded faces and distinctive dark eye markings create a character-led asset that is easy to identify in large-format Digital Out-of-Home.
That gives the campaign a more memorable visual language than a technical biotechnology message alone.
Mobile Billboards Extend the OOH Campaign Beyond Fixed Digital Screens
The supplied imagery also shows the campaign using Mobile Billboards in Paris.
This format gives the campaign movement and allows the creative to appear in proximity to iconic urban landmarks rather than depending only on one fixed placement.
Location-Based Advertising Connects the Campaign With Global Landmarks
The wider campaign reportedly appeared in Times Square, Leicester Square, Paris, Causeway Bay and Macao.
That makes location part of the campaign’s message.
This is a strong example of Location-Based Advertising being used strategically: the brand does not simply buy media in multiple cities, it chooses places that already carry global recognition.
Outdoor Media Helps Translate a Regional Industry Story Into International Branding
The campaign is built around Rongchang’s collagen and biotechnology positioning.
According to the supplied source material, the SPF Rongchang pigs are connected to a broader medical biomaterials story involving purified Type I collagen.
The OOH Campaign does not explain the full technical process.
Instead, it simplifies the story into a more visible public-facing message that can work across Outdoor Media.
Digital Billboards Give the Campaign Scale Without Losing Brand Consistency
The same red colour, pig imagery and bilingual messaging can travel across markets while remaining instantly recognisable.
That consistency helps the campaign feel coordinated rather than fragmented.
Whether the creative appears on a Times Square Digital Billboard or a Mobile Billboard in Paris, the visual system remains coherent.
Atlas OOH Can Build Times Square Advertising and Global DOOH Campaigns
Rongchang’s campaign shows how brands can use iconic media locations to create a stronger perception of scale.
Atlas OOH can help brands plan Times Square Advertising, Digital Out-of-Home, Digital Billboards and other premium Outdoor Media across major international markets.
OOH Case Study Takeaway: Rongchang Uses Place to Signal Global Ambition
As an OOH Case Study, the Rongchang campaign demonstrates how geography can become part of the brand narrative.
Times Square adds global commercial significance.
Paris adds landmark visibility.
London, Hong Kong and Macao extend the international footprint.
The result is an Out-of-Home Advertising campaign that uses globally recognisable locations to turn a regional biotechnology story into an international brand statement.
If your brand wants to move from a local story to a global OOH presence, Atlas OOH can help build an Outdoor Advertising strategy around iconic locations, scalable creative and international media planning.
Frequently Asked Questions About Rongchang’s Global OOH Campaign
Where did the Rongchang OOH Campaign appear?
According to the supplied campaign information, the campaign appeared in New York’s Times Square, London’s Leicester Square, Paris near the Eiffel Tower, Hong Kong’s Causeway Bay and Macao.
What message appeared on the Times Square DOOH creative?
The supplied material highlights the Chinese message about Rongchang collagen together with the English line “CHINA · RONGCHANG—A NEW SOURCE OF COLLAGEN.”
Why is Times Square Advertising important to this campaign?
Times Square gives the campaign high-profile international visibility and places the Rongchang message within one of the world’s most recognisable Digital Out-of-Home environments.
How did the campaign use different OOH formats?
The supplied imagery shows both large-format Digital Billboards in Times Square and Mobile Billboards in Paris, demonstrating how the same campaign platform can travel across multiple Outdoor Media formats.
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