Income OrangeAid taps Liverpool FC fans in OOH activation

Income OrangeAid has partnered Mediacorp OOH Media to launch a new out-of-home activation which allows members of the public to engage with Liverpool Football Club (LFC) renowned former player, Gary Mcallister.

The partnership transformed the outdoor advertising panel at a bus shelter into an interactive donation kiosk, enabling members of the public to donate easily, while waiting to commute, with just a simple tap of their EZ-link card. It also leverages on LFC’s official CSR partnership with Income OrangeAid.

The donation kiosk, which is known as the "OrangeAid Give and Win" station, aims to bring the community along in support of education for youth-in-need by charming LFC fans and the general public alike. Gary McAllister, LFC Legend, “appears” on the panel, beckoning and inviting the public to check out the display.

Members of the public can simply tap their EZ-Link card to donate SG$2 to the cause, after which nine soccer balls will appear on the screen. The donor gets to tap on a ball to receive a limited-edition collectible card dispensed at the panel and a chance to win exclusive LFC merchandise. Each donation will also put the donor a step closer to winning the grand prize of a trip to Anfield, home of LFC.

Strategically located at Paya Lebar Square which Mediacorp OOH explains has high footfall, the donation kiosk works to catch the attention of PMEBs and youth. In addition, there will be a roving mobile unit at various high traffic shopping malls including AMK Hub and NEX.

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“We wanted to bring the community along with us in support of education for youth-in-need. Hence, we thought an interactive call to action at high-traffic bus stops and shopping malls may be a novel way to do just that. Since Liverpool FC is Income OrangeAid’s CSR partner in Singapore, we up the ante by having Liverpool Legend, Gary McAllister front the public engagement by calling out to commuters and passers-by to come forward to support the cause,” Marcus Chew, chief marketing officer of NTUC Income, said.

“The flexibility of our outdoor panels allows for the amalgamation of two seemingly different acts – giving and gifting. With the help of tech partner Medialogy Lab, we were able to help redefine the outdoor donation experience, bringing double the joy to the underprivileged and creating memorable moments for Singaporean donors in a way like never before,” Henry Goh, head of OOH Media, said.