The Out of Home Media Showcase

In all, while much has been said about the move of marketing dollars to digital, it looks like the outdoor advertising landscape has not
been resting on its laurels either, rapidly evolving offerings for more creative formats for advertisers.

In Marketing’s first OOH Showcase feature, we document the top outdoor campaigns run by these players of last year.

CLEAR CHANNEL

F&N Creameries' Meadow Gold Indulgence Collection by Clear Channel

Client
F&N Creameries

Campaign period
30 October – 12 November 2014.

OOH format
6-sheet, Connect (OOH mobile interactive) and Play (digital 6-sheet).

Campaign objective
F&N Creameries launched its latest range of ice-cream, Meadow Gold Indulgence Collection, wanting to advertise its new flavours: delectable caramel pecan, heavenly macadamia, lush red velvet and old chocolate decadence. The target audience was adults aged 25 to 40 who were grocery buyers.

Strategy and execution
A network of bus or taxi shelters where most F&N Creameries’ Meadow Gold Indulgence Collection potential consumers were on route to a supermarket or grocery shop were chosen, creating a path-to-purchase to evoke trials. The campaign also appeared on Clear Channel’s digital panels (Play) targeting the PMEBs and shoppers who also happened to be housewives and grocery shoppers in the CBD and Orchard area. Connect (mobile OOH) was used for both 6-sheet and Play. Commuters were encouraged to tap or scan the advertising panels with their smartphones for more information on the Meadow Gold Indulgence Collection. A concise call-to-action was shown on the advertisement. Upon tapping or scanning, the public was redirected to meadowgold.sg where they could possibly receive a free tub of Meadow Gold Indulgence ice-cream or other exclusive merchandise.

Wildlife Reserves Singapore’s River Safari by Clear Channel

Client
Wildlife Reserves Singapore

Campaign period
5 December 2013 – 1 January 2014.

OOH format
6-sheet (with creative execution).

Campaign objective
The campaign aimed to reach out to Singaporeans and visiting tourists, of all ages and gender, and to draw them to visit the latest addition to the Wildlife Reserves Singapore’s portfolio of award-winning parks, River Safari. It was scheduled to coincide with the holiday season, where an influx of tourists was expected. The chosen platform allowed River Safari to reach out to its target audience in high traffic central areas such as Church Street, Marine Parade, Grange Road and Bras Brasah.

Strategy and execution
Bringing the River Safari wildlife experience to ten strategically selected bus and taxi shelters through Wildlife Reserves
Singapore’s River Safari specially crafted 3D polyfoam of the Indian Ghairals and Red Pandas, both of which are key attractions of the park, being placed on the top of a 6-sheet advertising panel. Images of freshwater fishes and pandas, Jia Jia and Kai Kai, were
printed on vinyl stickers and strategically positioned on the panels. These panels were gutted to create a see through effect, encouraging and urging the public to interact with these creatures and get close enough for photo opportunities. Each creative had
a clear call to action:

• Come face-to-face with the pandas. The River is calling
• (Front) The River is calling. Now Open.
• (Back) Take a snap round the back. The River is calling.

The campaign was further supported with 600 6-sheet printed poster, nationwide (including CBD, Orchard and key regional sites), to drive branding and awareness. River Safari website was shown at the bottom of each poster/ creative to allow the public to find out more about the attraction.

Disney’s The Hundred-Foot Journey by Clear Channel

Client
Walt Disney Studios Motion Pictures

Campaign period
14 August to 3 September 2014.

OOH format
6-sheet (with creative execution).

Campaign objective
The objective of the campaign was to communicate the themes of food fusion between Indian and French cuisines. The media objective was to drive cinema ticket sales for The Hundred Foot Journey in Singapore. Targeted at foodies and cultural enthusiasts, the platform enabled Walt Disney to reach out to its target audience effectively at selected high footfall locations in close proximity to ‘food meccas’ such as Victoria Street, New Bridge Road and Holland Avenue.

Strategy and execution
As part of an integrated campaign that promoted the food-centered film, Disney collaborated exclusively with Clear Channel and m/SIX for an interactive OOH campaign. A custom built casing placed at the side of a 6-sheet advertising panel housed a
diffuser that sprayed the aromatic scent of garlic periodically to capture the attention of commuters. The aim was to engage its target audience through the sense of smell, backed by a visually attractive poster. Curious commuters could interact with the panel by pushing a button to release the scent on demand. Garlic was chosen over other food scents because of its unique smell. Also, it is famously known to be a common denominator between Indian and French cuisine.

GLEAMEDIA

NCPG’s Social Awareness for Problem Gambling by Gleamedia

Client
National Council On Problem Gambling

Campaign period
June 2014 to May 2015.

OOH format
Large sized light boxes, wall sticker displays and location light boxes.

Campaign objective
The campaign is aimed at targeting problem gamblers on both their departures and arrivals at Singapore Cruise Centre, Harbourfront. It is also aimed at informing how problem gambling can affect their family, and finally, to create awareness about the hotline for passengers who need help.

Strategy and execution
Different formats of ads have been placed at every waiting corner of the terminal to give the campaign a stronger impact. Large sized light boxes in front of the cruise check-in area serve to inform/educate the passengers that gambling is a problem and it can affect the family. Standing light boxes at the departure waiting area serves as a prevention message and reminder to passengers on problem gambling before they board the ship.

Large wall sticker displays on the wall facade facing both arrival gates create an awareness on the hotline for returning passengers from the cruise ship. Other formats used include glass panel stickers and counter display stickers.

StarHub’s Prepaid Products by Gleamedia

Client
StarHub

Campaign period
January 2014 to December 2014.

OOH format
Large outdoor billboard and light box.

Campaign objective
To publicise the prepaid card by StarHub for domestic helpers, particularly the Indonesians. A BlackBerry prepaid offering was also targeted at Indonesian businessmen who often come in and out of Singapore. A tourist card for leisure visitors into Singapore
was also on offer.

Strategy and execution
A large outdoor billboard, visible from Paya Lebar MRT station along Guillemard Road and Geylang Road, was placed targeting domestic helpers walking from the MRT station to City Plaza. A light box was also placed facing Tanjong Katong Road, reaching out to Estelar 77, where Indonesians frequent with friends over drinks and snacks. To target Indonesian businessmen and tourists, displays were placed along ferry berths at the Singapore Cruise Centre. A standing light box in the arrival hall further enhanced the campaign’s presence. TVs in the main lobby right outside the arrival gate were aimed at triggering buying power from the nearby distributors.

MEDIACORP

American Express No Strings Attached by MediaCorp

Client
American Express.

Campaign period
November-December 2014.

OOH format
6-sheet poster.

Campaign objective
The campaign objective was to influence commuters and persuade them to sign up for the new American Express True Cashback card. The targeted audience was the mass public.

Strategy and execution
The 6-sheet panels were strategically located in places island-wide where the mass public commuted. A 3D creative was also applied whereby a puppeteer’s marionette was placed above the advertising panel with some of the strings being cut off. This was to enforce the key message of the product which is “no strings attached” at high traffic volume areas.

Singapore Kindness Movement’s Mirror Mirror on 6-sheet panel by MediaCorp

Client
Singapore Kindness Movement.

Campaign period
September to October 2014.

OOH format
6-sheet poster.

Campaign objective
This was a joint collaboration between MediaCorp OOH Media and the Singapore Kindness Movement which focused on this year’s Singapore Kindness Movement campaign – “A nation of kindness starts with one”. The central message was, “If I can smile at myself, I can make someone smile today”. The objective of the campaign was to encourage Singaporeans to partake in an act of kindness and
charity by performing a simple action.

Strategy and execution
MediaCorp OOH Media identified 120 bus shelter 6-sheet panels to get maximum impact for the creative island-wide. Each panel was outfitted with a mirror and a note encouraging passersby to take a selfie using the mirror. For each selfie taken and posted online with the hashtag #nationofkindness, Singapore Kindness Movement’s partner Gardenia would pledge a loaf of bread to be donated to a needy family on the participant’s behalf. The campaign was also aimed at reinforcing Singapore Kindness Movement’s message because the passersby were encouraged to smile at themselves, while taking a selfie in order to make a needy family smile, with a simple charity that started from themselves.

MediaCorp’s integrated campaign by MediaCorp

Client
MediaCorp

Campaign period
2 October to 5 November 2014.

OOH format
3D flagship.

Campaign objective
It brought together MediaCorp’s various units for one big campaign: MediaCorp OOH Media, radio, publishing, TV and Toggle on a single bus shelter from 2 October to 5 November. The 3D flagship structure on the bus stop shelter rooftop was one of OOH Media’s initiatives to show ability to bring different business units together for a joint campaign, showcasing MediaCorp’s offerings.

Strategy and execution
The flagship was a 3D creative execution using an OOH bus shelter located outside of The Heeren that showcased different media offerings from four different MediaCorp business units namely radio, Toggle, publishing and television. This bus shelter was used to increase awareness for each business unit as well as to interest potential advertisers. The bus shelter was created with rotating drums and silver ribbons to add elements of movement and a fresh new look for each unit every week. Radio and Toggle kicked off the campaign with on-site engagement activation with free goodie bags for consumers. In the first week, Class 95FM listeners were given a specified date, time and a special code on air to the bus shelter for premiums.

Radio DJs had close interactions with the listeners. In the following week, Toggle revealed details of its on-site engagement activation on social media to the consumers. The first 120 supporters who answered the crew’s questions got to take part in their mystery sure-win lucky dip.

SPH MBO

Rediscover Global Opportunities by SPH MBO

Client
Franklin Templeton Investments.

Campaign period
31 March to 25 May 2014.

OOH format
Large format wall banner with 2 x interactive walls at OFC 5/6, Ocean Financial Centre.

Campaign objective
To encourage Singaporean investors to diversify their investments beyond real estate and Singapore equities and consider investing in global equities. The campaign was primarily targeted at mass affluent investors as well as distributors (retail, private bank relationship managers, etc) to reinforce the sales process.

Strategy and execution
The outdoor site was chosen because of its high traffic location within Singapore’s Central Business District to target the right audience. Ocean Financial Centre 5/6 is a new and shorter passageway between Raffles Place MRT station and Singapore’s new financial district, Marina Bay Financial Centre and One Raffles Quay. The wall is also next to many new eateries that would help pull traffic. A key objective was to drive audience interaction with the campaign message. As such, two interactive walls were set up
along the large outdoor wall banner, posing simple questions to poll audience sentiment and to test their knowledge on global financial markets. Questions were refreshed five times over the eight-week campaign period to keep the content fresh, and regular passersby engaged. For answers to the questions, the call-to-action pointed passersby to Franklin Templeton’s campaign site at rediscoverglobal.com.sg.

SMRT MEDIA

ComChest’s Care & Share Movement – “Dreams” by SMRT Media

Client
The Community Chest (ComChest)

Campaign period
29 November 2013 to 5 February 2014

OOH format
4/6/12 sheet panel, large format wall, Orchard showcase

Campaign objective
ComChest partnered SMRT Media to launch Singapore’s fi rst OOH digital donation drive in a transit environment to help the disadvantaged in ComChest’s Care & Share campaign. The objective was to bring greater public awareness and encourage more in the community to support those with disabilities through their donations. The campaign “Dreams” featured the hopes and dreams of children with disabilities – celebrating what they could or were able to do, instead of their disabilities.

Strategy and execution
SMRT Media partnered ComChest, Tribal Worldwide and EZ-Link to develop Singapore’s first donation-on-the-go platform, where commuters could interact and donate directly through SMRT Media advertisement panels. Consumers could simply tap their EZ-Link
cards on SMRT ad panels to donate SG$1 to ComChest as they viewed the ads at any of the five high-traffic SMRT stations – Orchard, Somerset, Tiong Bahru, Yishun and Bishan. In addition, island-wide posters in SMRT’s network added greater convenience to
consumers to donate larger amounts via QR codes, which would be directed to the ComChest website.

Bvlgari Watches’ LVCEA by SMRT Media

Client
Bvlgari

Campaign period
2 to 15 October 2014

OOH format
Orchard Media Hub Concept Linkway

Campaign objective
Luxury brands are venturing out of mainstream media into OOH. The trend is due to the increasing number of PMEBs taking public transport. Hence, Bvlgari wanted to showcase its new LVCEA timepiece collection on an OOH medium to commuters.

Strategy and execution
Orchard Media Hub’s linkway was transformed with videos and creatives of Bvlgari’s new collection. Ambient advertising surrounded commuters as they walked into Orchard station en route to ION Orchard. This made sure the brand’s target audience was fully aware of the product.

EVA Air by SMRT Media

Client
EVA Air

Campaign period
6 to 27 August 2014

OOH format
Raffles Place iBillboard, Tanjong Pagar Bulkhead, SMRT Buses

Campaign objective
EVA Air wanted to celebrate their inclusion in the prestigious Star Alliance network and their recent conferment of “Best
Airline Staff Service in Asia” award.

Strategy and execution
First time advertiser, EVA Air, dominated Raffles Place station with 2 large 5x2m digital screens at both entrances of Raffles Place station. They effectively combined bright and immersive visual effects with captivating audio to engage commuters in the unique Eva experience the moment they stepped into the station.

iMOB Shop’s launch by SMRT Media

Client
iMOB Shop by SMRT Media

Campaign period
From 19 June 2014

OOH format
Multiple platforms – Platform screen doors,
iPlasma, iViewSMRT, Large format walls, 4 sheet.

Campaign objective
SMRT Media wanted to launch and create awareness around its latest e-commerce initiative, iMOB Shop. The platform offers commuters immediate access to rich branded content and lifestyle deals on-the-go.

Strategy and execution
iMOB Shop ads at strategic locations across the network (large format walls, in-train panels, iPlasma screens) were placed on SMRT
Media’s platforms. This gives commuters a more rewarding travel experience when they get on board the iMOB Shop, offering them
value offers across nine categories – food, fun, technology, fashion, wellness, travel, home, family and shopping. Commuters can shop and pay for their purchases instantly without having to visit a shop and can expect to receive their products when they get home. Using their smartphones and the advertisements in SMRT stations, commuters can simply scan the QR code to make a purchase. In addition, as part of iMOB Shop’s on-ground activation, various pop-up stores were set up at key Xchanges to encourage sign-ups and raise awareness of the new interactive space.

Neo Garden’s Snap & Win by SMRT Media

Client
Neo Group Limited

Campaign period
19 December 2013 to 18 March 2014

OOH format
Taxi wraps, iView, 4 Sheets

Campaign objective
Neo Garden launched an islandwide “Snap & Win” contest to drive greater brand awareness and to increase social media presence.

Strategy and execution
Neo Group rolled out an island-wide contest on 100 SMRT taxis, together with the support of the SMRT taxi drivers as brand ambassadors. To participate in the contest, commuters simply need to snap a photo with the Neo Garden SMRT taxi and post it up on the NeoGroupSG facebook page. Both the consumer and taxi driver of the winning photos will score $500 cash each. The campaign recorded hundreds of entries and drove up their fan base to over 7000 likes.

Puma’s Forever Faster by SMRT Media

Client
Puma

Campaign period
7 August to 3 September 2014

OOH format
Orchard Media Hub Concept Linkway, Orchard iBillboard, Somerset Concept Linkway.

Campaign objective
PUMA wanted to raise awareness for its new brand platform, Forever Faster, with a brand promise it’s the fastest sports brand in the world.

Strategy and execution
PUMA utilised Orchard Station to reach audiences with ambient advertising combined with an electrifying video that featured top sporting personalities such as Mario Balotelli, Sergio Agüero and Usain Bolt. To increase engagement, commuters were instantly rewarded when they walked through Orchard Media Hub Wall linkway – a special panel with 800 peelable stickers was installed allowing customers to peel off a discount coupon to enjoy instant deals at the PUMA shop in ION Orchard.

MBS’ Dinosaurs: Dawn to Extinction by SMRT Media

Client
Marina Bay Sands (MBS) Art Science Museum

Campaign period
15 April to 14 July 2014

OOH format
Concept bus (wholly wrapped buses and bus hangers).

Campaign objective
MBS launched a campaign to encourage Singaporeans to visit their latest exhibition, “Dinosaurs: Dawn to Extinction”.

Strategy and execution
SMRT buses were fitted with life-like dinosaur 2D images which popped out of the buses to give Singaporeans a glimpse at the enormity of the dinosaurs and entice them down to the ticketed exhibition. Commuters were also able to pick up a bus hanger, scan the QR code to interact with the message throughout their journey and be transported back to the time where dinosaurs roamed the earth.