JCDecaux Singapore launched its first digital screens in bus shelters. The digital screens advertised audio equipment firm Bose. According to reports, the digital screens at Orchard Road as well as Singapore’s Central Business District are the largest free standing advertising screens.
The advert was released after JCDecaux Singapore won a seven-year contract with the Land Transport Authority to take over the advertising rights to 1,459 bus shelters across the country. Apparently, these locations had previously been handled by Mediacorp. Between the years 1999 and 2011 JCDecaux held the contract, before losing out to the Singaporean broadcasting company.
The screens are powered by JCDecaux’s SmartContent platform. They deliver contextual brand campaigns with live feeds for customised content. Moreover, new features for advertisers to live stream and create interactions based on gender, age, colour of clothing and movement will be introduced in the coming months.
According to officials from JCDecaux Singapore Managing Director this new development was a requisite in the company’s existing marketing strategy.
The digital panels will bring greater engagement to the current scenario for brands to communicate with audiences in a productive manner, alongside new possibilities from the launch of premium and innovative digital solutions. Furthermore, this will make it feasible for advertisers to communicate with the correct audience in the right place and the appropriate time.
The Bose campaign is promoting awareness of its partnership with Mercedes-AMG Petronas Motorsport in order to showcase its latest product range.
It is touted to be an excellent opportunity during the competing season to establish a strong brand presence among millennial shoppers near its retail outlets and experiential retail activation booth.