Subway SG rolls out scent-sational OOH campaign

Subway Singapore has unveiled a multi-sensory OOH campaign for the launch of its signature series, activating the sense of sight, touch, hear and smell. 

Created in collaboration with Publicis Media and OOH partners Stellar Ace, Moove Media and JCDecaux, the campaign takes the form of bus shelter screens and ad bulletins across the island that encourages passersby to 'hear the crunch'. 

Subway also pumped up its freshness with a large digital screen at 313@somerset for all to see when walking across the shopping mall. 

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That's not all, commuters at the East-West line's Buona Vista and Pasir Ris MRT stations would be greeted with textured MRT platform screen doors. Commuters will be able to 'feel the spices' of its new smoky BBQ brisket sub when they board or alight the trains. 

In addition, commuters at Dhoby Ghaut MRT will be transported to a BBQ party with the scent of smoky beef brisket taking over the escalator linkway from the station to Plaza Singapura shopping mall. 

MARKETING-INTERACTIVE has reached out for more information. 

In recent times, OOH campaigns have turned into a multi-sensorial experience with ads no longer remaining static. 

Most recently, Mandai Wildlife Group took over Dhoby Ghaut MRT station to raise awareness of its newest park, Rainforest Wild Asia. 

The campaign saw fully decorated train cabins, escalator wraps as well as a 3D suspended bridge to mimic the feel of a rainforest in the city. 

Moreover, commuters at the station were greeted with 'Radio on Rail', Moove Media's latest offering where ambient rainforest sounds were played throughout the station to create a momentary escape for commuters. 

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