14 November 2016 – The Health Promotion Board (HPB) has “drummed” things up for Season 2 of its National Steps Challenge™.
Gone are the yellow musical steps that lined the stairs at the SBS Transit’s Dhoby Ghaut train station for its advertising campaign last year. In its place this year is a new musical pathway that plays different drumbeats – literally. The 1.3 metres-long musical pathway, which is located next to the travellator, produces an assortment of over 100 drumbeats and lights up when it is being stepped on. It took Moove Media, leading Out-of-Home media owner, eight weeks to create the musical pathway.
Ms Eleanor Ng, 19, a commuter who walks by the train station often, said: “It piqued my curiosity when I first saw the pathway and decided to try it out. Something like that makes walking fun so it’s become a habit for me to simply choose the pathway over the travellator.”
The National Steps Challenge™ Season 2 campaign, which commenced on 1 October, is also advertised on 10 SBS Transit double deck buses and wallscapes of three popular bus hubs – Ang Mo Kio, Toa Payoh and Serangoon.
Said Mrs Jayne Kwek, CEO of Moove Media: “We are delighted to support HPB in their continuous effort to encourage Singaporeans to lead an active and healthy lifestyle. The integrated and interactive ads are one of the ways that will effectively reach out to large masses while injecting fun and humour into the campaign.”
The musical pathway ends on 17 November 2016.
like it? share it!
