Gone are the yellow musical steps that lined the stairs at the SBS Transit’s Dhoby Ghaut train station for its advertising campaign last year. In its place this year is a new musical pathway that plays different drumbeats– literally.
The 1.3 metres-long musical pathway, which is located next to the travellator, produces an assortment of over 100 drumbeats and lights up when it is being stepped on. It took Moove Media, eight weeks to create the musical pathway.
The National Steps Challenge Season 2 campaign, which commenced on 1 October, is also advertised on 10 SBS Transit double deck buses and wallscapes of three popular bus hubs – Ang Mo Kio, Toa Payoh and Serangoon.
Jayne Kwek, CEO of Moove Media said," We are delighted to support HPB in their continuous effort to encourage Singaporeans to lead an active and healthy lifestyle. The integrated and interactive ads are one of the ways that will effectively reach out to large masses while injecting fun and humour into the campaign.”
The musical pathway ends on 17 November 2016.