Bose revs up advertising campaign with OOH activation

Bose has tied up with JCDecaux Singapore to roll out an OOH campaign on JCDecaux's new digital screens located at Orchard Road and in the central business district. The campaign aims to promote awareness of Bose's partnership with Mercedes-AMG Petronas Motorsport, and showcase its latest range of SoundSport, SoundWear and QuietComfort technology.

The campaign will be displayed on more than 200 digital faces and about 20 static six-sheet faces. Powered by JCDecaux's SmartContent, the digital panels will look to provide impactful creative executions and dynamic campaigns to deliver greater ROI.

SmartContent will enable the panels to couple live feeds for the weather, time, traffic, social media, or other customised content together with brand campaigns. JCDecaux plans to further enhance the panels by providing live streaming and on-the-spot interaction triggered by real-time analytics captured on camera, such as gender, age, colour of clothing and movement. In addition, advertisers can play campaign videos on pedestrian-facing digital screens.

According to JCDecaux, the panels will provide an enhanced viewing experience at 3500 Nits, wide viewing angles, and automatically-adjusted brightness at night and in the day for better clarity. The panels will encompass double-sided digital screens as well as hybrid screens with a digital and a static side, and will be progressively installed and fully rolled out by mid-September.

Victoria Yustinovich, head of marketing, ASEAN of Bose said the digital screens allow Bose to capitalise on the golden opportunity of the race season while providing a dynamic platform to establish brand presence among shoppers near its retail outlets and experiential retail activation booth.

“We are delighted to partner JCDecaux as the first to dominate the digital screens in the prime shopping area of Orchard Road as part of our integrated marketing activities. We look forward to continue working with JCDecaux and are especially eager to explore how these innovative solutions can showcase Bose’s state-of-the-art audio technology,” Yustinovich added.

Meanwhile, Evlyn Yang, managing director of JCDecaux Singapore said the launch of the digital scenes has been its highly anticipated return to bus shelter advertising, which is an essential element in the OOH space.

"On the back of great enthusiasm from advertisers on our residential streetside network, we look forward to impressing advertisers with our latest array of tailored, dynamic advertising solutions along Orchard Road. These will ultimately enable advertisers to communicate to the right audience at the right place and the right time," Evlyn Yang, managing director of JCDecaux Singapore said.

JCDecaux Singapore previously partnered with DBS Bank to launch an OOH campaign on the former's new new charging station advertising platform in Changi Airport. Brand messages of DBS Bank's new “Live more, Bank less” campaign were featured on the airport’s mobile charging facilities while passengers wait to board their flights.

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