JCDecaux Singapore has introduced a new advertising site at Changi Airport to amplify audience engagement in a novel format. Located at Terminal 1's "Immersive Walkway" marks as the first and only media site in Changi Airport that is able to display video projection. The walkway is accessible to all passengers arriving in Singapore via Terminal 1 and leads toward the baggage claim area and Jewel Changi Airport.
InterContinental Hotels Group came onboard as the first advertiser to harness the new media site’s capabilities to promote its brand collection among global travellers. Comprising a pair of identical passages with images projected on one side of the walls, the site was designed to accommodate high-resolution videos coupled with static visuals to create an effective medium for brand storytelling.
Evlyn Yang, managing director of JCDecaux Singapore said the Terminal 1 Immersive Walkway is an essential touchpoint for arriving passengers given its location in one of the main terminals as well as its proximity to the offerings at Jewel Changi Airport. According to Yang, the video projection will aid in delivering greater impact for brands through a deeper emotional engagement with audiences.
“JCDecaux continuously works with the Changi Airport Group to explore new frontiers like creating one-of-a-kind media experiences for consumers, especially as advertising at the airport confers a sense of place to the environment," she added.
Meanwhile, Teo Chew Hoon, group senior vice president for airside concessions at Changi Airport Group said: "As the region’s premier gateway, Changi Airport continues to introduce innovative ways to enhance the unique Changi Experience. This brand new media space will greet passengers with dynamic and compelling visuals to boost their arrival experience at Terminal 1. Looking ahead, we are also exploring the possibility of adding audio and augmented reality to create an even more immersive experience for our passengers.”
Most recently, JCDecaux Singapore launched a new audience measurement metrics called Streetside Audience Measurement (SAM) for OOH media, that utilises mobility intelligence. According to the OOH ad firm, the development of SAM delivers “more accurate and recent data” than existing out-of-home audience measurement systems, bolstering a data-driven approach in engaging target audiences through JCDecaux’s outdoor media assets. In contrast to existing OOH measurements which are built upon research studies on commuters’ personal accounts of their mobility patterns, SAM is based on real-time mobile analytics.