3D Interactive Singapore Tourism

a 3d interactive campaign

A 3D interactive out-of-home (OOH) campaign developed for Singapore Tourism. The campaign was designed to shatter preconceptions of Singapore as a "stale and bland" destination by revealing its hidden, vibrant experiences through immersive digital displays installed in high-traffic areas in Sydney and Melbourne. Consumers can walk up to the screen and engage with our creative by touching the artwork. The OOH design was also created to work across mobile.

background

Market research revealed that many potential visitors perceived Singapore as lacking the dynamic and unexpected attractions found in other global cities. To counter this stereotype, Singapore Tourism needed a creative solution that would not only capture attention but also invite audiences to explore the lesser-known, exciting facets of the city. Additionally, a significant challenge was that their existing assets were originally designed for the Singaporean audience. These assets needed to be localized to resonate with the Australian market while still appealing to international viewers.

Strategy & concept

Interactive OOH Displays: Custom-designed 3D interactive panels were deployed across high-impact locations in Sydney and Melbourne. These digital installations allowed commuters to physically engage with the content by touching the artwork, triggering dynamic animations and revealing hidden layers of Singapore's attractions.

Beyond the Billboard: Moving away from traditional static billboards, the campaign reinvented the outdoor advertising space. By “refining the possibilities,” the interactive panels served as a gateway to unlock surprises, neo signs, and detailed destination tips.

Mobile Integration: To further enrich the user experience, the design included a mobile component. Consumers could open Facebook Messenger or scan a unique QR code displayed on the panels to access an interactive map online, seamlessly bridging the physical and digital realms.

impact & learnings

Enhanced Engagement: The immersive, interactive nature of the campaign successfully cut through the typical commuter routine, capturing attention and fostering a direct emotional connection with the audience.

Perception Shift: By unveiling unexpected, fun aspects of Singapore, the campaign effectively challenged and changed pre-existing perceptions, positioning Singapore as a dynamic and intriguing destination.

Digital Amplification: The integration with mobile platforms not only extended the campaign's reach but also provided measurable insights into user engagement through digital interactions.

Innovation in OOH: This project serves as a powerful example of how blending physical interactivity with digital connectivity can create memorable, high-impact brand experiences that resonate on a global scale.