Singapore – Stellar Ace, an out-of-home (OOH) advertising company and business arm of SMRT, has introduced a new advertising format on pedestrian overhead bridges.
Called the ‘SkyWalk’, Stellar Ace’s new OOH format enables advertisers to engage with motorists and commuters. The panels can accommodate advertisements up to 10 metres in length and 1.5 meters in height.
The SkyWalk builds on the company’s large OOH formats, including the ‘SubWalk,’ which can be found in underpasses, and ‘LinkWalk,’ which is in covered linkways.
The large-format advertising panels aim to provide advertisers with wider reach, leveraging geographic targeting to engage local communities. With its presence in the public transport system, Stellar Ace allows advertisers to reach commuters, drivers, and pedestrians.
Financial services group OCBC has become the first to take on the SkyWalk panel, using it to promote its Seagrass Restoration Project.
Koh Ching Ching, head of group brand & communications at OCBC, commented, “It is exciting to be the first advertiser in Singapore to dive into showcasing the OCBC Seagrass Restoration Project on pedestrian overhead bridges. We chose the bridges in locations such as Queenstown and Tampines for its high-traffic and prominent locations. Such larger-than-life billboards works for us because of the campaign’s visually-impactful image of a mermaid under the sea with a dugong among a lush seagrass meadow.”
“The platform is a powerful medium to capture the attention of passerbys and motorists about the importance of restoring depleting seagrass for climate action. Many think little or even nothing about seagrass. Kudos to Stellar Ace for the innovative idea to utilise these overhead bridges,” Koh added.
“The importance of this environmental campaign on Singapore’s seagrass conservation and restoration efforts is critical to marine biodiversity. Innovative OOH advertising solutions such as ‘SkyWalk’ allows OCBC to reach the right people in an efficient, cost-effective, eye-catching way,” Tony Heng, managing director of Stellar Ace and president of Stellar Lifestyle, said.
“Stellar Ace continues to innovate and expand its omni-channel OOH network and high frequency touchpoints to support advertisers’ demand for effective means of amplifying their campaign messages to the right audience in an impactful and compelling way. The large-format panels are all designed with that objective in mind,” Tjhin Poi Chung, deputy managing director of Stellar Ace, commented.
