As part of the “Live Fresh” campaign, and to create top-of-mind recall among commuters for Marigold Peelfresh, Marigold decorated a bus stop panel at Ang Mo Kio to bring a burst of freshness to commuters with citrus orange scented bubbles.
This campaign is ongoing till 7 December 2016.
The six-sheet creative is an extension of the Marigold Peel Fresh “Live Fresh” campaign to inject fun and freshness to commuters’ day to day lives. Targeting working adults and students, the campaign intends to help commuters feel refreshed while waiting for public transport.
Taking the form of a life-sized Marigold Peel Fresh orange pack, orange scents will be delivered to commuters via bubbles over a period of 2 weeks at Ang Mo Kio. As one of the most populous and self-contained town in Singapore, Ang Mo Kio was chosen strategically for its high traffic flow.
Integrating with social media engagements, the hashtag initiative #WaitFresh has been incorporated. Commuters are encouraged to take selfies with the giant pack, upload it to Instagram or the brand’s Facebook page to stand to win “staycations.”
Susan Ng, senior brand manager of Malaysia Dairy Industries said, “Ang Mo Kio was specifically chosen to capture commuters on their way to or back from work and school. With high traffic flow, we believe the larger-than-life Marigold Peel Fresh pack will attract more eyeballs and leave a memorable impact on our target audiences.”
Henry Goh, head of OOH Media said, “The out-of-home canvas gives advertisers the flexibility to create sensorial experiences that leaves a memorable impression on the audiences. With the creative panel being strategically placed near points of sale, our networks can help augment retail conversions as part of last mile marketing.”