Singapore – To draw attention to the launch of its latest luxury residential development Midtown Modern, regional property company GuocoLand has launched a new out-of-home (OOH) campaign to entice customers with a walk inspired by nature aesthetics and real estate luxury.
Developed in collaboration with Moove Media, the OOH campaign is placed at Bugis MRT, which utilizes the linkway between the Downtown Line (DTL) and East-West Line (EWL) with wall mural and floor stickers of the development and extensive greenery to provide commuters with an immersive garden experience Additionally, the soothing sounds of nature with running water and bird calls bring an oasis of calm to the bustling thoroughfare. The campaign with Moove Media extends to in-carriage window stickers on DTL trains.
In addition, a large ambient billboard greets commuters with an eye-catching aerial view of Midtown Modern’s twin towers and its grand lawn at the Bugis MRT EWL escalators. The media space at the EWL escalators is managed by SMRT Media.
Dora Chng, general manager (Residential) at GuocoLand, said: “With Midtown Modern located directly above the Bugis MRT interchange, the OOH campaign was vital to capture commuter mindshare and introduce a unique nature in the city living concept.”
GuocoLand aims to bring Midtown Modern’s message of garden homes in the city to tenants, shoppers, residents and members of the public at its flagship integrated development Guoco Tower in the CBD. Guoco Tower is directly connected to Tanjong Pagar MRT.
“OOH was also instrumental in building high visibility with commuters and complemented our omnichannel marketing strategy across print, digital and social media. We are delighted that the response from partners and customers to the OOH and integrated marketing campaign has been overwhelmingly positive,” Chng added.
From 3 June to 14 July, the next phase of the OOH campaign goes digital with a creative video to be displayed on the 6-metre Wonderwall at Dhoby Ghaut MRT interchange, which reaches commuters of three MRT lines – North-East, North-South and Circle Line. Commuters will be brought on a mesmerizing journey through Midtown Modern’s lush and spacious landscaping, colourful forests, and thoughtful amenities through video.