Snack dispensed from NTUC Social Enterprises machine if Singaporeans hold yoga pose

NTUC Social Enterprises stunt NTUC Social Enterprises stuntNTUC Social Enterprises is the first advertiser in Singapore to use a motion activated dispenser to get its message across about the benefits of a healthier lifestyle.

A healthy snack is dispensed from a machine is passers-by hold a yoga pose for three seconds.

The announcement:

Singapore – NTUC Social Enterprises, Clear Channel, OMD and TBWA collaborated to turn selected bus shelters across Singapore into yoga stations that reward commuters with healthy snacks.

The campaign, “All for Good”, addresses Singaporeans’ top concerns; namely cost of living, ageing,health, healthcare costs and social mobility, with the first phase focusing on health.

Taking a fun approach, the campaign turns everyday bus shelters into an exciting space by challenging commuters; Singaporeans of all ages, to strike a basic yoga pose. The message is clear – simple exercises such as stretching can be fun and rewarding.

The campaign features the first ever dispensing machine that is motion activated at a bus shelter. By adding a camera, touchscreen and custom built dispenser on Clear Channel 6-sheet panel, the campaign challenges commuters to strike and hold a yoga pose for 3 seconds. Upon successful attempts, they will be instantly rewarded with a healthy snack made up of nuts and dried fruit. Through this fun engagement, NTUC Social Enterprises hopes to inspire Singaporeans to adopt a healthy lifestyle.

The campaign runs on Clear Channel 6-sheet network for 4 weeks from 7 July to 3 August 2016; with 2 dispensing units being rotated across 4 high traffic bus shelters (B07 North Bridge Road, B04 Hougang Central, B07 Bra Basah and B01 Jurong Gateway) and 200 static 6-sheet posters for 2 weeks.

“Clear Channel was a strategic partner in the creation of this element of the campaign. An idea is just an idea without a team of experts who developed and refined the technology to truly bring this media-first execution to life.” – Jian Yang, Business Director, OMD Singapore.

“An entertaining and engaging OOH campaign that successfully captures the attention of Singaporeans by injecting a little fun in their daily commute while delivering the campaign message – healthy eating and living can be fun and rewarding. An execution of such leaves a positive impression in consumers’ minds, which is imperative for a social campaign. It has been a joy working with the OMD and TBWA team. Having to launch a first-in-market is an icing on the cake and we certainly look forward to launching more innovative campaigns with them.”- Amanda Woo, Head of Marketing, Clear Channel Singapore.

Creative Agency: TBWA Singapore

Media Agency: OMD Singapore

Source: press release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing