NTUC FairPrice uses OOH medium to promote revamped online platform

NTUC FairPrice has revamped its online platform “FairPrice On” with a new mobile app and online portal. As part of the launch, NTUC FairPrice has also collaborated with Mediacorp OOH Media to include interactive games on its on-the-move billboard truck for participants to win attractive prices.

The revamped online portal and mobile app features a more robust and intuitive user-interface, in addition to an automated storage and retrieval system that increases order fulfilment efficiency. Currently, there are over 400,000 subscribers registered on FairPrice On. According to the press release, the new identity for FairPrice On was developed to capture the spirit of thoughtfulness, innovation and familiarity. This is done through the use of vivid colours, clarity and casual everyday language.

The FairPrice On Truck was parked across several strategic locations in Singapore, such as One Raffles Place, AMK Hub and Hillion Mall. These locations were specifically chosen to capture the masses in the district. Promoters were also deployed to attract audiences to download the revamped mobile app before directing them to the truck. During non-activation days, the truck roved the island six days a week on a customised route to ensure maximum visibility.

“Mediacorp OOH Media’s truck does not only function as a moving billboard, it’s also a transformer truck that that can be parked at strategic locations for activations. On top of incentives given to download the newly revamped app, participants also had a chance to play “Spin & Win” and “Tap & Win” games to win attractive prizes,” Russell Lai, general manager of Havas Media said

Sherlyn Hi, assistant lead of OOH Media added that the on-the-move-billboard provides the flexibility of customisation to advertisers, be it the design of the exterior and interior of the truck, or crafting of the routes to fit the campaign needs.

“The activation at different malls also enabled the experiential engagements for FairPrice to connect with their desired audiences in a fun and interactive manner,” Hi said.

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