Mouthwateringly realistic images of lemons bursting out of screens tempting you to ‘Taste the Fruity Tea Explosion’ – and you are not even wearing 3D glasses. This is not technology of the future, experience it at a bus stop near you – through a new collaboration between Clear Channel Singapore, Coca-Cola Singapore, MEC Singapore, EuroRSCG and 3Di Singapore.
A first for the local Out-Of-Home advertising market, this new innovative campaign for Heaven and Earth provides a whole new perspective towards advertising with 3D media screens at bus shelter panels. 3D media is part of Clear Channel’s Create & Collaborate portfolio which champions creativity in the Out-Of-Home market through the collaboration with various creative and media agencies, suppliers and clients.
Drawing from the success of Hollywood 3D blockbusters, 3Di Singapore has boosted the technology behind 3D to suit the modern lifestyle. The introduction of the media to the market requires a number of components working in tandem to achieve maximum effectiveness, starting with the most important, the display. The 3D media carried by Clear Channel makes the screen, instead of the audience, wear the glasses. This minimizes the time needed for audience engagement by allowing them direct contact with the 3D images.
3D media presents an ability to engage and stop people in their tracks when they are in sight of the media. The strength of 3D media lies in its ability to engage target audiences with a renewed depth of field and a level of detail which is typically not seen in traditional media.
The interactive campaign was created for Heaven and Earth’s western tea range. Heaven and Earth, an exclusive brand by The Coca-Cola Company for the Singapore market launched its Western Tea range in 2010. The Heaven and Earth range compromises favourites like Ice Lemon Tea, Ice Apple Tea and Passionfruit Tea. Heaven and Earth invites the audience to “Taste the Fruity Tea Explosion” with Heaven and Earth’s Ice Lemon Tea variant.
The campaign uses 3D technology to show lemons bursting out of the 3D media screens for an added emphasis on the fruity lemon flavour. The Heaven and Earth advertisement is looped on the screens within Clear Channel’s 12-sheets panels, and encased in a box to enhance visibility. These screens are located on Grange Road (outside the Youth Park), Robinson Road (opposite SIA Building), Parkway Parade, and Orchard Boulevard. The Heaven and Earth Tea Master will also make surprise visits to selected 3D outdoor sites, to give consumers a memorable sampling experience.
Strong brands grow and maintain their leadership by driving innovation in communications and never remaining content with the status quo. This innovative outdoor approach allows the consumers to experience Heaven and Earth in a new and differentiated way,” Rommel P. Fuentebella, Group Manager, Integrated Marketing Communications and Activations, Coca-Cola Far East Limited.
Heaven and Earth’s 3D media campaign is running in tandem with 6-sheets islandwide targeting Youth and PMEBs. The campaign will be up for 2 weeks from the 31st March to 13th April 2011.