NTUC Social Enterprises, Clear Channel, OMD and TBWA have collaborated to turn selected bus shelters across Singapore into yoga stations that reward commuters with healthy snacks.
The campaign, “All for Good”, addresses Singaporeans’ top concerns; namely cost of living, ageing, health, healthcare costs and social mobility, with the first phase focusing on health. The campaign turns everyday bus shelters into an exciting space by challenging commuters; Singaporeans of all ages, to strike a basic yoga pose. The message is clear – simple exercises such as stretching can be fun and rewarding.
The campaign features the first ever dispensing machine that is motion activated at a bus shelter.
By adding a camera, touch screen and custom built dispenser on Clear Channel six-sheet panel, the campaign challenges commuters to strike and hold a yoga pose for three seconds. Upon successful attempts, they will be instantly rewarded with a healthy snack made up of nuts and dried fruit. Through this fun engagement, NTUC Social Enterprises hopes to inspire Singaporeans to adopt a healthy lifestyle.
The campaign runs until 3 August 2016; with 2 dispensing units being rotated across four high traffic bus shelters (B07 North Bridge Road, B04 Hougang Central, B07 Bras Basah and B01 Jurong Gateway) and 200 static 6-sheet posters for 2 weeks.
“Clear Channel was a strategic partner in the creation of this element of the campaign. An idea is just an idea without a team of experts who developed and refined the technology to truly bring this media- first execution to life,” said Jian Yang, business director, OMD Singapore.
“An entertaining and engaging OOH campaign that successfully captures the attention of Singaporeans by injecting a little fun in their daily commute while delivering the campaign message – healthy eating and living can be fun and rewarding. An execution of such leaves a positive impression in consumers’ minds, which is imperative for a social campaign. Having to launch a first-in-market is an icing on the cake and we certainly look forward to launching more innovative campaigns with them,” said Amanda Woo, head of marketing, Clear Channel Singapore.