BMW takes over SG's highest billboard for 7 Series

BMW Asia has collaborated with the Orchard Road Business Association (ORBA) to take over the digital billboard on the side of Mandarin Gallery, allowing consumers to experience the new BMW 7 Series. From 7pm to 10pm daily, consumers as far as 1km away will experience the 45-second or 90-second journey through the 7 Series and its latest innovations. Using AR technology, consumers can also participate in various social media contests and experience exciting aspects of the 7 Series.

At 100m in height above street level, and 18m in width, BMW said this is the highest billboard in Singapore today. The spokesperson declined to disclose the monetary value of the DOOH activation but explained that the automotive brand wanted a location that offers unrivalled visibility.

The spokesperson also did not offer specific figures for its expected ROI but said that its primary goal is to raise awareness of the all-new BMW 7 Series launched in October this year.

At the same time, BMW also ran a giveaway from 1 to 15 November by encouraging consumers to snap a picture or video of one or more elements of THE NEW 7 and share it on Facebook or Instagram. Aside from that, BMW is running an omnichannel campaign that encompasses print, digital and SEM. The OOH is just one of numerous activations over the coming weeks and months to target the most popular area in Singapore during the festive season.

While BMW declined to share its marketing strategies for 2023, its spokesperson said it will continue to promote the BMW 7 Series through 360-degree campaigns, BTL partnerships, and events such as ART SG.

Separately, ORBA revealed the 39th iteration of its Christmas on A Great Street event last month which runs until 2 January. As part of the event, Orchard Road has been transformed with light displays, an array of immersive attractions, a variety of pop-up activations, and musical entertainment.

This initiative is supported by the Singapore Tourism Board and sees Hitachi Asia reprising its role as a long-standing sponsor for the 32nd consecutive year. Mastercard is also once again the official card partner.

The celebrations begin at Tanglin Road with a spectacular teal and white arch. A ferris wheel and starry design offer the first glimpse of a carnival spirit along the 3.1km of lights. This year’s new feature is 104 trees lit up with energy-saving LED white lights to enhance the festive experience on Orchard Road. These same lights will later take on pink hues after the Christmas season as Orchard Road ushers in Chinese New Year and Valentine’s Day in early 2023. Interactive set pieces are also returning this year so that visitors can take the perfect photo with family and friends.

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