How Mandai Wildlife Group and Moove Media reimagined OOH by bringing the wild to the city

Out-of-home (OOH) advertising has long been a go-to for brand visibility. But as audiences become more visually saturated and easily distracted, the space has evolved - from static billboards to creative, story-driven experiences that integrate with daily life. More and more, brands are turning to OOH not just for awareness, but for collaboration and with the goal to co-create immersive campaigns that reflect shared visions and bring ideas to life in surprising ways.

One brand that’s taken this approach is Mandai Wildlife Group. As buzz builds around Rainforest Wild Asia, its newest park, Mandai once again partnered with Moove Media — not simply as a media owner, but as a creative collaborator.

When the city becomes the rainforest

When Mandai Wildlife Group set out to launch Rainforest Wild Asia, the goal was to do more than just raise awareness. The brand wanted to tell a story and immerse city-dwellers into the rainforest.

In a conversation with MARKETING-INTERACTIVE, Sandy Lee, vice-president of marketing at Mandai Wildlife Group, said the campaign was embodied with bold reimagining and it resulted in a multi-sensory citywide experience that wove together sound, visuals, and physical interaction — each touchpoint working in tandem to spark curiosity and pause in the middle of a daily routine.

“Rainforest Wild Asia is unlike a typical zoo experience, and our ‘Choose Your Wild’ campaign embodied this bold reimagining. We were excited to launch this marketing campaign with Moove Media, bringing the adventure and spirit of the park to life,” Lee said.

This campaign was never going to be built on a single format. Instead, the creative spanned across locations, formats, and mediums — each one contributing a chapter to the larger narrative.

At Dhoby Ghaut MRT, a key interchange station, commuters were greeted by a striking visual centrepiece: a suspended bridge installation stretched between two massive pillars. It wasn’t just unexpected — it was theatrical. Above ground, it echoed the park’s adventure trails; underground, it caught the eyes (and smartphones) of thousands passing through daily.

Right beneath it, the station’s digital ‘Wonderwall’ extended the story. Dynamic visuals brought scenes of the rainforest to life, acting as an immersive window into the park. Adding another sensory layer, ‘Radio on Rail’ played ambient rainforest sounds throughout the station in intervals — creating a momentary escape for commuters, without needing to leave the city.

Big, bold and beautiful

Beyond the station, the wild made its way into daily life via roads, highways, and carriages.

Moove Media rolled out a series of 3D buses designed as mobile installations — and each one turned heads. A tiger sat regally on the roof of one bus, while another carried a giant scorpion.

Another design featured a girl mid-descent from a rock wall. These weren’t just wraps or ads — they were moving stories, capturing the park’s adventurous spirit and sparking spontaneous reactions on the street. People paused, pointed, and pulled out their phones. In a fast-paced urban environment, these buses created unexpected moments of wonder.

As part of the campaign, Mandai tapped into Moove Media’s game-changing dynamic taxis — a Singapore-first innovation. These smart cabs feature digital rooftop billboards that display tailored content based on location, time of day, and even the weather, offering road users and pedestrians timely promos and engaging glimpses into the Rainforest Wild Asia experience.

But the magic didn’t stop there. The taxis themselves were transformed into roaming showcases, decked out in vibrant designs inspired by the wildlife parks’ iconic attractions — from the thrilling suspension bridge to the exhilarating canopy jump. With striking visuals of the park’s animal residents, the fleet turned heads and brought a slice of the wild into the city streets.

Meanwhile, the storytelling continued inside the MRT. Train wraps, carriage panels, and overhead displays kept the creative language consistent. Each element offered commuters a peek into Rainforest Wild Asia — from its lush trails to its curious creatures. The idea was simple: keep the story unfolding across formats, locations, and moments in the day.

Seamless integration across all assets for a complete user journey

The campaign’s strength didn’t come from individual touchpoints — it came from the way everything worked together.

Each format — whether digital screen, suspended installation, train audio, 3D bus, or in-train panel — was designed not as a standalone, but as part of a carefully choreographed experience. The approach was unified, intentional, and deeply rooted in a shared creative vision between Mandai Wildlife Group and Moove Media.

“Creative OOH provides an element of surprise that stops you in your tracks unlike the passive viewing on a small screen. It leverages the big versus small and larger-than-life aspect to create a memorable and impactful experience in reality,” said Jeff Kwek, CEO, Moove Media in a conversation with MARKETING-INTERACTIVE.

Rather than simply announcing the launch of a new park, the campaign immersed people in its world. It brought the story to life — not just in parks or on screens, but in MRT stations, roads, and vehicles across the city.

While the campaign operated on a citywide scale, its impact was often felt in small, human moments.

Commuters stopped beneath the suspended bridge at Dhoby Ghaut to snap photos. Families spotted the 3D buses and pointed out the animals to their children. Passengers in the MRT paused to look a little longer at the panel beside them.

These moments — unforced, genuine, and participatory — hinted at the real power of the campaign: it made people feel something. And that feeling was curiosity, awe, or even just a reason to stop and look.

The future of OOH

While the future of OOH continues to be shaped by evolving formats and digital innovation, this campaign shows that its most compelling potential lies in creativity and integration. It’s not just about what’s seen — it’s about what’s felt, remembered, and shared.

Rainforest Wild Asia didn’t just get introduced to the public — it was brought to the city in a way that felt bold, fresh, and deeply considered. And in doing so, it demonstrated how powerful OOH can be when it stops trying to sell, and starts telling a story instead.