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JCDecaux unveiled the first Augmented Reality (AR) out-of-home campaign on its digital bus shelter advertising network. The AR campaign was conceptualised to capture the imagination of consumers and garner awareness for the launch of VIVIFI, a new mobile virtual network operator in Singapore.
From 24 to 30 July, commuters can interact with four imaginary AR scenes displayed on a digital advertising panel outside The Heeren, within a bus stop in JCDecaux’s bus shelter advertising network. The scenes have been designed to pique the interest of commuters waiting for buses, such as a parachutist descending near the bus stop, a lion emerging from the bush, a dinosaur storming past and butterflies forming VIVIFI logo.
Isaline Duminil, Marketing and Communications Director of JCDecaux Singapore, said, “Today’s discerning consumers have heightened expectations to be entertained while they are receiving brand messages relevant to them. Building on the popularity of AR on personal mobile screens, we are thrilled to bring AR to our out-of-home digital screen network in the city for the first time and transport commuters from the routine to the exceptional. As brands leverage our media offerings to connect with consumers, these solutions cut through the mundane to enhance the commuting experience.”
Dr Sun Lei, Product and Marketing VP of VIVIFI said, “AR is a way for VIVIFI to heighten our brand exposure with our customers in an interactive and engaging manner, and we decided that a digital out-of-home campaign was the ideal way to achieve this. This AR campaign is an opportunity for commuters to have some fun and build memories by capturing moments with families and friends. We are confident that the choice of a high traffic location on JCDecaux’s advertising network will enable us to effectively reach out to a large group of our target audience while distinguishing us as a brand with fresh ideas here to reinvent Singapore’s telecommunication landscape.”