The campaign, in partnership with AsiaMalls Management, AGI Communications and 3ad, uses a childhood favourite to capture the attention of commuters travelling into the CBD area.
The giant gachapon (a Japanese term for a capsule dispensing machine) has been custom-built to fit over Clear Channel 6-sheet panel. When the knob turns, participants will be gifted with a surprise in a capsule.
Each capsule contains a variety of goodies, ranging from attractive dining vouchers from F&B outlets to yummy candies. The aim is to attract shoppers and diners to Liang Court.
Apart from being able to track results through redemption of the vouchers, it is also intended to engage the public in a fun and light-hearted manner.
The campaign runs for four weeks—31 March to 13 April—at the bus shelter along North Bridge Road, opposite Bras Basah and National Library, followed by another two weeks from 21 April to 4 May at a yet-to-be-disclosed shelter in the heart of Singapore’s famous shopping district.
Audrey Balakrishnan, general manager, group centre management & leasing, AsiaMalls Management, said the collaboration with Clear Channel is a fun and unique way to reach out to a larger audience and to promote Liang Court as an ideal dining destination for foodies.
Amanda Woo, head of marketing at Clear Channel Singapore, said the company is an advocate of creative OOH executions and for Liang Court, applied the simple idea of instant gratification to drive traffic and incentivise spend at the mall.
“The redemptions have shown high interaction rates and to keep up with demand, Liang Court has increased to 24,000 capsules to give away,” she added. “Their openness and readiness to adopt innovations in OOH has certainly made this first-time partnership a great one.”