Unilever’s Knorr has partnered with Mediacorp OOH Media to launch its new product called Golden Salted Egg Powder via bus shelters. This saw the transformation of Mediacorp OOH Media’s panel into a giant chips dispensing machine.
Replicating the packaging of the new Golden Salted Egg Powder, the advertising panel transformed into a vending machine with integrated EZ-Link technology. This allowed members of the public to collect a packet of chips from the dispenser after tapping their EZ-link cards at the panels.
According to a press statement, the “chips dispenser” will be rotated island-wide across bus shelters at four locations, namely Paya Lebar Square, Ang Mo Kio MRT Station, Opposite Tiong Bahru Plaza and Fullerton Square. The campaign runs from 3 to 30 August 2017. The panels were also strategically located near supermarkets to lead the female target audience and grocery buyers towards the product.
Knorr and Mediacorp OOH Media also engaged in a 150 6-sheet panel activation island-wide during the campaign period. This was to supplement the creative buy and amplify the brand’s message island-wide.
“We wanted to revolutionise product sampling and deliver it to the public in a fun and interactive way,” Ellen Yap, marketing manager – Unilever Foods & Refreshments, Knorr, said.
“For Knorr, the locations of our outdoor panel enables them to have maximum reach to their target audience and the creative execution will drive interest to try the new product at nearby stores,” Henry Goh, head of OOH Media, said.