Imaginary Ones turns Ten Square into the largest gashapon machine in SG

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Web3 entertainment company Imaginary Ones has turned Ten Square into the largest gashapon machine in Singapore.

Towering high above the bustling streets of Singapore, the massive gashapon installation filled the building with colourful orbs representing bubbles of joy and capsules of love, offering surprises and special gifts for visitors.

Don't miss: Interview: Why Airwallex took over Ten Square with a huge Lando Norris OOH ad

In conversation with MARKETING-INTERACTIVE, Gregory Poon, founding member and chief marketing officer of Imaginary Ones, said the "IO Carnival Gashapon Galore" campaign aimed to create joy and excitement.

He added that the installation brings the brand's iconic element - bubbles and ball-filled designed characters - into a larger-than-life experience too.

"I thought, why not take the simple joy of a gashapon and turn it into something monumental? 'IO Carnival Gashapon Galore' is our way of bringing surprise and fun to life in the biggest way possible, making every twist a thrilling, joyful moment for everyone to enjoy," said Poon.

"It's all about sharing that moment of excitement, surprise, and joy in the most epic way possible, by turning a building into the world’s largest gashapon experience for people to enjoy," he added.

At the activation, fans and passerbys can interact with the giant gashapon machine and experience the same joy and anticipation that come with every twist of the capsule machine, but on an unprecedented scale.

In addition, fans and passerbys can win a variety of merchandise from the gashapon machines available at the location.

“We’re incredibly excited to unveil the stunning setup for Imaginary Ones here in our homeland of Singapore. Meeting our community face-to-face always brings a unique and special experience," said Clement Chia, co-founder of Imaginary Ones.

"It’s wonderful to see the Imaginary Ones brand bringing new life and energy to the building and space. Our aim has always been to cultivate a vibrant community through our IO characters, and reaching this milestone marks a significant achievement in that journey," he added.

The activation was created in-house by Imaginary Ones and its creative-agency arm Offset.

“Meeting the Imaginary Ones community in person is always an amazing experience. We have long dreamed of creating something fun, memorable, and impactful, and now that dream is becoming a reality. We're transforming the entire building into a vibrant and bubbly space—it's like one giant gashapon machine, where everyone can connect, celebrate, and even take home something special. I am beyond excited for the chance to spend time with the community,” said David Lee, co-founder of Imaginary Ones.

The activation comes as Imaginary Ones sold out their first release in record time. The first release was a limited NFT collection of 8,888 fully animated 3D characters on the Ethereum network.

Since then, Imaginary Ones has partnered with multiple billion-dollar global brands such as HUGO BOSS, Samsung and Hasbro to roll its partnership products and campaigns.

In recent months, Imaginary Ones launched it mobile gaming app, Bubble Rangers too. The app garnered one million downloads with over 250,000 daily active users at its peak, according to Imaginary Ones in a statement.

Imaginary Ones have also successfully launched their own token, $Bubble.

Meanwhile, Ten Square, the landmark of good, has been a hot spot for OOH activations and campaigns as of late. Earlier in June, KFC Singapore unveiled an anamorphic campaign for its ETC (extra tasty crispy) burger.

The campaign showcased the ETC burger in a larger-than-life format across synchronised dual screens with captivating 3D effects.

Viewers can expect to witness the grand entrance of the ETC Burger on a KFC red carpet across both screens. The ad also highlighted the burger’s features, including fresh pickles, an extra crispy fillet, and KFC's secret sauce.

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