Choose healthy says the Health Promotion Board, Publicis and MEC Singapore on Clear Channel

The Health Promotion Board (HPB), MEC Singapore and Clear Channel inspire a new generation of healthy winners.

Today, more creative energy is being spent on out of home. As the digital ad space continues to evolve, digital out of home has become an even richer creative landscape for brands. We are also seeing consumers having an increased appetite for engagement and interactivity with digital out of home. The latest HPB campaign embraces the dynamic and limitless creative canvas of the Clear Channel Play digital panels.

HPB’s Eat, Drink, Shop Healthy campaign takes on an interesting approach to encourage Singaporeans to make healthier choices when dining in or dining out. HPB launched its full-scale unifying campaign across multiple touchpoints with each tailored to specific audiences and environments. For instance, Singaporeans who shop at participating supermarkets are encouraged to purchase products with the Healthier Choice Symbol or those dining at participating food and beverage outlets are encouraged to opt for healthier dish options and lower-sugar drinks.

“HPB tailored its concept and content for the Play digital panels. Beyond a well-thought story to deliver its messaging, the rich content (videos) were crafted with an understanding of its audience and commuter behaviour. Through visual, sounds and clever dialogue, commuters’ attention are disrupted,” said Amanda Woo, Head of Marketing, Clear Channel Singapore.

The campaign screens a familiar face played by Chua En Lai as Winston Leow aka Win Leow, and he engages users in a light-hearted and humorous way. When the onscreen button “Call Me” is activated by users, the screen transforms to give the audience the experience of a simulated phone call with Win Leow, who offers valuable tips to Singaporeans on how to choose healthy and win big with attractive prizes of up to $8,888 in cash and more.

The campaign runs for 2 weeks from 25 August to 07 September 2016 at 10 bus shelters located near high traffic areas such as Suntec City, SMU, Middle Road, Holland Village, Tanjong Katong, Dhoby Ghaut MRT, Kranji MRT and Kovan MRT.

Credits – Media Agency: MEC Singapore. Creative Agency: Publicis Singapore