English general entertainment channel AXN has brought popular reality show “The Voice” to the streets.
It has branded several SMRT trains with the faces of new celebrity coaches such as Gwen Stefani and Pharrell Williams. As part of the experience, commuters can sit in the iconic “hot seat”, take selfies with the four coaches – Gwen Stefani, Pharrell, Adam Levine and Blake Shelton – and morph into their favourite coach for the ultimate photo.
Fans are also given the opportunity to be a coach on “The Voice” as the iconic red chair meant for coaches will be travelling along Orchard Road. Pop-up performances by students from the School of Music as well as The Hidden Good, a group that supports social projects organised by Singaporean youth, have also been added into the mix. When a fan takes the hot seat and presses the red button, the two groups will make a surprise appearance, performing hit songs “Happy” by Pharrell Williams and “Hollaback Girl” by Gwen Stefani.
Take a look:
The themed train now runs on the East-West MRT line, aimed at promoting the seventh season of “The Voice”. The campaign runs in Singapore until end October.
Ang Hui Keng, senior vice president and general manager, networks, Asia, Sony Pictures Television,said that the campaign is AXN’s way of “[injecting] some rock star energy into the average [routine] morning by taking ‘The Voice’ experience beyond the TV screen”.
The show will premier on September 23.