30 July 2015 – Commuters who have never been to Taiwan can now catch a glimpse of why it was named one of the best value destinations for 2015 by the Lonely Planet last year as they walk through Dhoby Ghaut station along SBS Transit’s North East Line (NEL).
A 4.28m wide by 2.85m high wall in the train station currently showcases eight landscapes, including Taipei 101 and Liberty Square in Taipei, the Dome of Light in Kaoshiung, an exotic beach in Kenting as well as Jimmy Park in Yilan. Commuters standing in front of the wall find themselves “superimposed” against these picturesque landscapes as part of Taiwan Tourism Bureau Singapore’s latest “Leisure & Relax Tour in Taiwan” campaign.
The multi-sensory and interactive advertisement, created by Moove Media, uses the augmented reality technology, and has attracted many commuters to simply stop by and have their photographs taken. One commuter, Ms Ecclesia did just that when she chanced upon it with her friends. She said: “Usually advertisements in train stations are just images but this one is interactive. It is interesting and different from others.”
Said Mr Arthur Hsieh, Director of Taiwan Tourism Bureau: “This campaign is designed to bring Singaporeans closer to the sights and sounds of Taiwan. The impact of an advertisement is always greater when it amuses and intrigues commuters at the same time. I believe this particular media we had used at the train station is one of them.”
Mrs Jayne Kwek, CEO of Moove Media, said: “We wanted to make the advertisement interactive so that it’s not just a mere two-dimensional advertisement. This particular campaign allows us to put the augmented reality technology that we have into good use.”