The campaign will run for two weeks until 13 April 2011 and is a collaboration between Clear Channel Singapore, Coca-Cola Singapore, MEC Singapore, Euro RSCG and 3Di Singapore.
Marking a first for the local OOH advertising market, it provides a new perspective towards advertising with 3D media screens at bus shelter panels. It features realistic images of lemons bursting out of screens, tempting viewers to 'taste the Fruity Tea explosion'.
Inspired by the prominence of 3D in Hollywood films, 3Di Singapore boosted the technology behind 3D to suit the modern lifestyle. The 3D media carried by Clear Channel makes the screen, instead of the audience, wear the glasses.
The campaign uses 3D technology to show lemons bursting out of the 3D media screens for an added emphasis on the fruity lemon flavour. The Heaven and Earth advertisement is looped on the screens within Clear Channel’s 12-sheets panels, and encased in a box to enhance visibility. These screens are located on Grange Road, Robinson Road, Parkway Parade, and Orchard Boulevard. A 'Heaven and Earth Tea Master' will also make surprise visits to selected 3D outdoor sites, to give consumers a memorable sampling experience.
Clear Channel points out that 3D media presents an ability to engage and stop people in their tracks. The strength of 3D lies in its ability to engage target audiences with a renewed depth of field and a level of detail which is typically not seen in traditional media.
The interactive campaign was created for Heaven and Earth’s western tea range, comprising of favourites like Ice Lemon Tea, Ice Apple Tea and Passionfruit Tea.
"Strong brands grow and maintain their leadership by driving innovation in communications and never remaining content with the status quo. This innovative outdoor approach allows the consumers to experience Heaven and Earth in a new and differentiated way,” acknowledges Rommel P. Fuentebella, group manager of integrated marketing communications and activations at Coca-Cola Far East Limited.
Meanwhile, Kevin Pereira, ECD at Euro RSCG Singapore, noted, “Creativity knows no boundaries, and this campaign is proof that innovation continues to enable us to develop increasingly experiential and engaging campaigns."