30 April 2013 – Wondering how to get out of sticky situations to catch that football match “live”?
Commuters passing through SBS Transit Ltd?s Dhoby Ghaut North East Line (NEL) Station need not crack their brains anymore. Together with Moove Media Pte Ltd, Singapore?s leading Out-of-Home (OOH) media owner, Asia Pacific Breweries Singapore (APB) launches Tiger Beer?s first augmented reality consumer activation OOH on Dhoby Ghaut NEL Station?s multi-sensory video wall. This is part of the Tiger Beer?s biggest football campaign for the year, “Game Time”.
This creative execution utilises the 35 metres square advertising wall along the connecting walkway within Dhoby Ghaut Station, a high-foot traffic location. Infrared motion sensors are installed in front of the wall, detecting commuters who walked through them. Images of these commuters and speech bubbles containing quotes about what fans typically think about when planning to catch the next big football match “live” will be displayed on the wall.
Said Mrs Jayne Kwek, CEO, Moove Media: “This multi-sensory advertising platform is one of the many fun and innovative ways in which Moove excites consumers-on-the-go and deliver the advertising message creatively. Tiger Beer?s augmented reality consumer activation OOH is another campaign where we brought more mileage to the client successfully.”
“While many football fans look forward to the weekends to catch their favourite teams in action with their friends, many have also experienced the frustration of missing out on catching big matches “live” due to “obligations” they find themselves in. „Game Time?, our biggest football campaign for the year, was developed based on this very insight. One of the campaigns key activities, is the augmented reality execution which is a first for Tiger Beer,” said Rene de Monchy, Head of Marketing, Asia Pacific Breweries Singapore.
APB has also bought the media space at Clarke Quay NEL Station for this campaign.
Moove Media worked with media agency ZenithOptimedia and creative agency Tribal DDB to bring this to live. The “Game Time” advertising campaign ends in May 2013.