Moove Media, in partnership with Carlsberg Singapore, has transformed what seems like a normal travellator at Dhoby Ghaut station along SBS Transit’s North East Line (NEL) into a multi-sensory advertising platform where commuters are treated to electronic music played by renowned Swedish House DJ, DJ Axwell as part of Carlsberg’s “Where’s the Party? 2013” campaign. This is the first time Moove is introducing a multi-sensory installation along the travellator’s glass panel and concept wall. To ensure the music of DJ Axwell is projected throughout the day, speakers are installed at different points of the travellator. Commuters passing through will not see these speakers as they are cleverly hidden behind the walls.
Said Mrs Jayne Kwek, CEO of Moove Media: “Carlsberg’s campaign is one that promotes electronic music so it was most apt to incorporate the same music into this advertising campaign.” The Carlsberg advertisement, also displayed at Clarke Quay, Outram Park and Habourfront stations along NEL, ends mid-June.