Singapore Tourism Board’s collaborated with oOh!media and launched an innovative interactive OOH campaign. The campaign consisted of digital screens deployed at various commuter hubs in Sydney and Melbourne to promote Singapore’s social scene.
In order to achieve the right impact interactive digital screens – located at Flinders St Station, Melbourne and Town Hall and Central stations in Sydney prompted thousands of commuters to tap on animated maps of Singapore’s neighbourhoods to reveal its hidden social gems.
The engagement with screens yielded commuters to have a one on one experience as well as unlock surprises to reveal destination such as beautiful rooftop bars and foodie oases, hidden speakeasies, retail hotspots and other lesser nightlife experiences.
The agenda of the DOOH campaign was to facilitate engagement with 25-49-year-old working adults, by presenting Singapore as an exciting destination with a happening nightlife scene where visitors can experience the city’s vibe and meet new friends.
The audience of today has a very short span of engagement and it is extremely hard to grab the attention of this tech-savvy segment, as they are constantly busy with online messages 24 hours a day. Therefore, this unique campaign was launched to grab the attention and engage them with a blend of out-of-home, interactive experiences and beautifully crafted 3D experiences.