Singapore, 18^th March 2008 – Twentieth Century Fox became the first advertiser to launch its campaign at the hoarding opportunity surrounding the upcoming 8-storey mall, 313@Somerset.

The campaign hoped to create awareness and hype for the latest animated movie, HORTON, now showing in cinemas islandwide, aiming to make it the top-of-mind film choice for the film-going public during this period. The campaign, targeted at general movie-goers who enjoy having a fun time at the movies, was also seen on 140 JCDecaux Island Light posters plying islandwide to hence the campaign's reach and opportunity to see. In addition, other mediums which are utilized to create buzz for the movie included TV, press and magazines.

Hairani Kamsir, Marketing Manager of Twentieth Century Fox Singapore, added "a huge space was needed to create a larger than life canvas for HORTON's characters - Horton, Vlad the Vulture and Kangaroo - as well as a high human traffic to generate awareness and become a talking point amongst movie-goers. Hence, the hoardings handled by JCDecaux provided a great opportunity as Somerset was identified as a key area due to its proximity to Orchard Road which offers the impact and location we are after."

Maxus Communications was responsible for the media planning duties while Emboss Creative and Design oversaw the creative.