O2 black or white choices at Citilink Mall

Singapore - O2 has launched a creative outdoor campaign on the JCDecaux network featuring its new Xda Atom Life limited edition at Citilink Mall - the campaign also features Catchyoo, a new interactive media offering from Mosaic Solutions.

The execution was designed to get customers to make a choice between black and white, and housed within each of the five panels are acrylic ‘bubbles', and the entire installation is aimed at playing up the colour contrast of both the ads and devices advertised. Large mock-ups of the PDA-phone are mounted onto panels, with embedded LCD screens playing the Xda Atom Life TVC, which were shot in the UK as well as showing product demonstration videos done by interactive agency, Nokomai.

The interactive part of the campaign features Catchyoo technology that detects motion, alternating the colour of the product based on the shadows being cast. Another interactive element of the campaign has a wall of Xda Atom Life-shaped note pads in both black and white to frame the motion detection zone.

"This was designed to achieve another objective of the outdoor buy - to build a database of key target prospects. The public can take the glossy post-its home and stand a chance to win either a black or white version of the Xda Atom Life by logging onto the address posted thereon," O2 said in a statement.

Commenting on the Catchyoo technology, business development manager for Mosaic Solutions Belinda Ng told Marketing that it is "based on computer vision patented technologies, unique special FX and a cutting edge network back-office with scheduling and remote management capabilities".

"Typically, marketing your product means giving your consumers certain information which you like to deliver to them. Interactive media delivers more that; it helps you to bring a good time to your consumers while delivering your message to them and makes them feel good about your brand after engaging with it," she said.

Tequila\Singapore did creatives while Starcom Mediavest handled media duties.