Singapore Tourism rolls out interactive out-of-home campaign

The Singapore Tourism Board have launched interactive digital screens in Sydney and Melbourne as part of its Passion Made Possible campaign.

Created with oOh!media, the screens give commuters the opportunity to find interesting places around Singapore’s neighbourhoods.

Singapore Tourism Board’s area director for Oceania, Stephanie Yong, said the aim of the campaign was to present Singapore as an exciting destination with a focus on 25-49 year old working adults.

“It’s extremely hard to grab the attention of this tech savvy segment who are bombarded with online messages 24 hours a day, seven days a week, so we needed to look beyond traditional advertising,” Yong said.

oOh!’s chief Commercial and product officer, Robbie Dery, said the campaign hopes to put the city state at the front of the target audience’s mind when booking a holiday.

“This campaign achieves both mass exposure with thousands of commuters, but also engages one-on-one, promoting Singapore as an experience-fueled holiday destination to inspired commuters,” Dery said.

“Our audience and data insights indicate that railway stations are top performers when it comes to engaging the 25-49 year olds.

Kaga Bryan media content creative director of Zenith/Publicis Media – which led the creative, strategy and media for the campaign – added the integrated campaign represented a fusion of out-of-home, interactive experiences and beautifully crafted 3D experiences.

“We really wanted to let audiences explore beyond the billboard, so we designed a completely interactive, animated experience for mobile that can be launched simply by interacting with the Facebook Messenger code on the panel.”

The interactive activation is part of a wider Out of Home campaign by Singapore Tourism Board, with creative targeting the Sydney and Melbourne CBD across Commute by oOh!’s Street Furniture network and rail assets intermittently for the next five months.


  • Client: Singapore Tourism Board
  • Creative: Publicis Media and Space 66
  • Media agency: Zenith
  • Media: Commute by oOh!

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.