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The North Face® launched its first data-led interactive campaign, utilising JCDecaux’s 80-inch digital screen network located at ION Link. The digital screens were able to display contextualised messaging with real-time weather information. For example, when it was sunny, a t-shirt would be displayed, and when it was raining, a jacket would be displayed, enabling the North Face® to better engage with their audience. 

The campaign ran on one of the busiest linkways on Orchard Road that see thousands of pedestrians and shoppers passing through daily. ION Orchard sees an average footfall of 4.9 million per month.