Launched at the upscale Paragon shopping mall to reach shoppers and executives, the campaign will run through the festive month of December and is expected to reach about 1.5 million people, including repeat visitors, who drop by the mall each month.
SPH MBO GM Edward Tang said: “The digital poster is an affordable medium that costs a fraction of what advertisers would have to pay for TV commercials. Often, the Digital Poster ad reinforces a campaign taken out on traditional media and prolongs the life of the campaign long after it is over."
Lene Liew, senior marketing executive of Luxasia, added: “The campaign objective is to generate top-of-mind awareness and influence purchase decisions close to point of sales during the peak Christmas shopping period."
