Singapore Airlines has partnered up with Mediacorp OOH Media to create a contest involving a 3D hot air balloon at bus shelters.
This is in conjunction with new flight routes offered by the national flight carrier, including the Singapore-Canberra-Wellington route. To raise awareness of the new routes and Canberra as a destination, the campaign curated experiential moments that travellers can enjoy when they are in Canberra.
The 3D Hot Air Balloon was installed on a 6-sheet panel, representing one of the key attractions in Canberra. Four of such creative panels are located in Orchard Road, Paya Lebar, Anson Road and Ang Mo Kio.
This ad panel is also integrated with a contest whereby the public is able to select any of the 4 moments – Family, Tranquil, Thrilling and Indulgent and involves a photo taking opportunity with the 3D Hot Air Balloon panel.
“The out-of-home platform lends itself well as a backdrop for creative and interactive dioramas, whereby interesting executions such as this campaign, can spark curiosity and help brands create memorable engaging moments with the public,” Henry Goh, head of OOH Media said,
“The OOH execution has allowed us to integrate our digital activities together with offline channels to achieve a truly integrated and holistic campaign,” Alan Lim, area vice president Singapore, Singapore Airlines said.
The creative and media agencies involved are TBWA and ZenithOptimedia respectively.