The Out of Home Media Showcase 2019

This branded article is written by Moove Media in conjunction with the Out of Home Media Showcase 2019 print series published in November/December 2019.

Like works of art, Out-of-Home (OOH) executions when done right, have the power to stop any consumer in their tracks. And OOH players have long caught up to this reality. Many OOH players today are upping their technology game, constantly and consistently implementing new technology and creative firepower to their mediums.

Today, as more and more brands are demanding unique experiences and new creative ways to bring them to life, OOH players such as Moove Media, find themselves in an advantageous position to meet their demands, without being intrusive to the habits of consumers.

We look at some examples of engaging OOH executions from Moove Media in 2019.

Taiwan Small Town Ramble

Client
Taiwan Tourism Bureau Singapore Office.

Campaign period
13 July to 23 August 2019 (six weeks).

OOH format
North East Line Dhoby Ghaut Station Concept Wallscape and Travellator Wallscape.

Campaign objective
Create more awareness of the small towns in Taiwan and increase visitors.
Targeting holiday goers.

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Strategy and execution
Dhoby Ghaut Station, which serves three MRT lines,was strategically chosen due to its proximity to the popular shopping belt of rchard Road. This station is one of the busiest stations on the network. Taiwan Tourism Bureau Singapore Office wanted commuters to experience the beauty of its small towns in Taiwan by showcasing scenic visuals to capture the attention of passersby. At the concept Wallscape, along the transit level at Dhoby Ghaut Station, it utilised “moving digital screens” to showcase its campaign creatively.

Results
Increase in calls, emails and Facebook enquiries.

Knorr Savorrich

Client
Unilever.

Campaign period
10 April to 7 May 2019.

OOH format
Downtown Line Bugis Station Concept Area.

Campaign objective
Introduce the new Knorr SavorRich Chicken Concentrated Seasoning as your best cooking “companion” and emphasise on how easy it is to cook a variety of delicious dishes with the seasoning for new cooks, intermediate cooks, and parents with young children.

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Strategy and execution
“Reach out to the audience while they were on the go. Dual approach via static images and digital screens to showcase the ease of usage and product versatility. Comprised multi-sensory elements such as sight and sound. High impact formats to create awareness for this new product launch. Video – showcased recipes that can be done using Knorr SavorRich. Videos came with audio of sizzling food to capture attention in the underground tunnel.

2D illumination lighting – 2D pop out with lighting highlighting the functional benefits of the product: meaty liquid seasoning on stir fry dishes. Nextlevel deliciousness in every drop. Static image on the wall – audiences surrounded by a variety of dishes that can be made with the product on both walls.

Exposed to product tag line “Guaranteed taste with just 1.5 teaspoons”. Floor sticker – highlighted product USP on floor sticker “Just like Homemade”.

Results
Knorr SavorRich had a 15% uplift in sales.

Walking With Dinosaurs

Client
Sliding Doors Entertainment.

Campaign period
1-28 August 2019.

OOH format
IDOOH in-taxi entertainment screens.

Campaign objective
To promote the show and drive sales through interactive and engaging advertisements. Targeting families with children, young adults and teenagers – 15 to 45.

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Strategy and execution
An interactive game was designed to capture the show’s target audience. This engaging game was perfect for families on the go, young adults and teenagers. It was accessible across 1,000 IDOOH in-taxi entertainment screens, transforming an otherwise ordinary ride on the road to a fun and enjoyable one.

Results
Impressions served – 1,140,690.
Engagement – 36,177 (3.17%).

Be. Okinawa

Client
Okinawa Convention & Visitors Bureau.

Campaign period
2-29 March 2019.

OOH format
Downtown Line Bugis Station Wallscape and floor stickers.

Campaign objective
To position Okinawa top of mind for Singaporeans when deciding their next travel destination. Target audience was travellers seeking a respite and a getaway with nature.

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Strategy and execution
Use of strong appealing visuals of beautiful beaches, Churaumi aquarium, shrines, etc, to bring Okinawa to Singaporeans: to see for themselves what Okinawa is like. The Bugis Downtown Line station concept created an immersive experience with lifelike visuals of marine life and beaches; commuters felt like they were walking along the beaches while commuting to and from work. The ad captured them at the right time as they were in the mindset of going about their daily routines, giving them a temporal “escape”; and hopefully, for Okinawa to be a top consideration for their next vacation.

Results
• High recall of the ad from travellers who purchased/enquired about Okinawan packages from travel agents.
• Travellers mentioned the visuals left an unforgettable impression on them.
• A lot of social media engagement observed onsite and online.
• Travellers from Singapore to Okinawa have increased.
• As a result, direct flights from Singapore to Okinawa have increased from four services to five per week, starting from the end of October.