Moove Media, the advertising arm of ComfortDelGro and Leading Out-of-Home (OOH) media owner, turned its 35m sq wallscape at the Dhoby Ghaut North East Line (NEL) station into an engaging and interactive advertising canvas featuring a large 2D cut-out of Guinness Singapore’s newly designed Guinness Foreign Extra Stout (GFES) bottle.
LED lights were installed around the bottle and on selected areas of the wallscape giving it an illuminescent glow. To pay homage to Mr Arthur Guinness, the founder of Guinness, special running LED lights that flashed with the assistance of an electronic controller were used to highlight his signature.
Mrs Jayne Kwek, CEO of Moove Media: “Moove Media aims to maximise the reach for Guinness by bringing its latest product closer to commuters on the move.”
“Guinness Singapore is the first in the world to launch the stunning new packaging for the Guinness Foreign Extra Stout. What better way to invite eyeballs and draw consumer in than by bringing the sexy new livery to a larger than life canvas at one of the busiest stretches in Singapore to achieve rapid awareness and top-of-mind amongst consumers,” Mr Rene de Monchy, Head of Marketing at Asia Pacific Breweries Singapore.
The same campaign was also featured at SBS Transit’s HarbourFront NEL station.