Moove Media, Singapore’s leading Out-Of-Home transit operator brings
wildlife to commuters for the launch of BBC Earth on BBC Knowledge.
Themed around “Because No One Gets You Closer”, the campaign deployed
a themed concept train and large format advertising spaces across two
key NEL stations.
The campaign celebrates the premiere of BBC Earth- a new programming
block on BBC Knowledge- that showcases award-winning and epic natural
world programming from the BBC. Using inspiration from premiering
series on BBC Earth, Planet Earth, the channel brings commuters closer
to wildlife with a nature-themed concept train that transports them
visually to jungles, the arctic and aqua wildlife.
Moove Media displayed an inaugural 3D sculptured life-size polar bear
breaking out of an ‘ice wall’ at NEL Serangoon which has inspired a
photo-taking frenzy among commuters. The campaign continues to reach
and create hype amongst commuters who step off at NEL Harbourfront as
they face an oceanic digital wall featuring epic highlights from BBC
Earth on BBC Knowledge.
The OOH campaign was also supported by mainstream advertising, online
advertising and social media campaign to drive awareness and
viewership for BBC Earth.
“The launch of the BBC Earth programme block on BBC Knowledge marks an
exciting new era for us. The natural world content on BBC Earth comes
from the BBC’s Natural History Unit, the world’s largest and most
reputable natural history documentary producers. To bring BBC Earth’s
programmes to life, we partnered with Moove Media who helped us reach
our objective – of giving viewers a close-up view of nature, and
celebrating the natural world as never before,” says Mark Whitehead,
Senior Vice President and General Manager of BBC Worldwide Channels
Asia.
BBC’s sentiments on the OOH campaign is shared by Jayne Kwek, CEO
Moove Media, “Moove Media is proud to partner with BBC Knowledge to
cut through the clutter by engaging our commuters with visually
impactful and memorable campaign solutions that leads to top-of-mind
recall”.
The OOH campaign started on 24 March to celebrate the premiere of BBC
Earth on BBC Knowledge on 31 March.
Viewers can watch BBC Earth on BBC Knowledge every Thursday evening
from 9.05pm on StarHub TV Channel 407.
