Balenciaga has come onboard as SMRT X Collective’s (XCO) first luxury fashion client, utilising its newly refurbished Orchard Media Hub digital screens. Launching its Summer 2020 campaign, Balenciaga showcased its TVC representing a news broadcast. According to the luxury brand, models were presented as journalists, politicians, pedestrians and scientists discussing current affairs topics such as water disappearing and planet realigning.
The campaign will run until 1 April 2020, and the TVC stretches across the linkway between ION Orchard and Wisma Atria at Orchard MRT station.
Meanwhile, XCO said that advertisers can look forward to running impactful digital out-of-home (OOH) campaigns in the heart of Orchard Road. The high-definition colour digital screens capture the vibe of Orchard and can showcase campaigns either in a single canvas or bite-size advertisements with sound.
Republic of Singapore Air Force’s recruitment advertisement was the first to capitalise on this media to capture commuters’ attention. The whole tunnel was wrapped using its 30 seconds video and static display, and transformed into an immersive experience with visual and sound.