In a bid to encourage commuters to prevent the spread of flu and other infectious diseases, Health Promotion Board (HPB) used augmented reality to promote its latest health message, "F.I.G.H.T The Spread for Those You Love".
Together with Moove Media, HPB worked with creative agency Publicis and media partner MEC Singapore to create this campaign. To create the effect, three-dimensional germs were projected on a pathway beside the travellators within the Dhoby Ghaut station along SBS Transit's North East Line (NEL). Commuters walking along the pathway could "step or kick" the germs away, in the process enforcing the message to fight the spread of flu.
Apart from the messages in the train station, another 200 wholly-wrapped Comfortdelgro taxis and Spot Me stickers across the NEL, Downtown Line and bus hubs were also seen carrying the same message.
"The high footfall traffic and space at NEL's Dhoby Ghaut station gave us the room to creatively execute these interactive floor projections to capture the attention of our target audience, and spread the message to F.I.G.H.T. these infectious diseases, for our loved ones," Esther Pee, deputy director, corporate marketing division of HPB, said.
"Out-of-home advertising allows clients such as HPB to use augmented reality to better engage commuters. An interactive campaign is always a more effective way of driving messages across," Jayne Kwek, CEO of Moove Media, said.
Check out the campaign here.
[gallery link="file" ids="151435,151436,151437,151438,151439"]