Horton hoards Somerset

Singapore - Twentieth Century Fox has taken up advertising space at the hoardings surrounding the upcoming eight story mall 313 Somerset in its bid to promote its latest movie, Horton.

The campaign objective was to create awareness and hype for the animated movie and make it the top of-mind film choice when it hits the screens. To widen the campaign's reach and targeted at general movie-goer, the movie posters were also seen on 140 JCDecaux Island Light posters islandwide. Other media such as TV, press and magazines supported the OOH campaign too.

Hairani Kamsir, marketing manager of Twentieth Century Fox Singapore, said, "A huge space was needed to create a larger than life canvas for the movie's characters - Horton, Vlad the Vulture and Kangaroo - as well as a high human traffic to generate awareness and become a talking point amongst movie-goers. Hence, the hoardings provided an opportunity as Somerset was identified as a key area due to its proximity to Orchard Road which offers the impact and location we are after."

Media planning duties were handled by Maxus Communications while Emboss Creative and Design oversaw the creative. The four week campaign will end on 24th March.