JCD houses mio TV campaign

Singapore - SingTel has launched an outdoor campaign on the JCDecaux network to promote its pay TV service, mio TV, as well as communicate that the service will change the way consumers watch TV. 

The campaign is running onseveral Orchard Road bus shelters and the creative rationale aimed at demonstrating the key benefits of subscribing to the new pay TV service. Bus shelters are dressed in stickers with the strapline ‘No more waiting for the latest movies' on the sides of the roof, pillars and seats. A life-sized mio TV entertainment system and two plasma TVs are placed on top of the bus shelter. The campaign ends in early October and Mediaedge:cia Singapore handled media planning.

"The outdoor platform is an ideal environment as it allows us to demonstrate mio TV offerings, and Orchard Road is considered one of the key arteries in Singapore - it was clear we chose to partner with JCDecaux given its dominate presence in that precinct," Constance Lim, account director for Mediaedge:cia said.

The Y&R-created campaign to promote mio TV has also featured on posters with the tagline ‘The choice is yours', as well as other ATL medium such as press, radio, TVCs and cinema.